Walt Disney Animation Studios’ 53rd animated motion picture Frozen opened up in a big way in the U.S. over the Thanksgiving holiday weekend. Taking in an estimated $66.7 million over the three-day weekend and an estimated $93 million over the five-day period (the film opened on a Wednesday), the film overtook the Thanksgiving weekend animated film opening box office records previously set by Pixar Animation Studios’ Toy Story 2 in 1999 ($80.1 million) and Disney’s Tangled in 2010 ($68.7 million) over the same five-day period.
It also was the second-highest weekend ever for a movie that opened in second place (The Hunger Games: Catching Fire won the overall box office for the weekend at an estimated $74.5 million).
According to Box Office Mojo:
Frozen‘s surprisingly high debut can likely be attributed to strong branding on the part of Disney’s marketing. Early and often, the connection was made between ‘Frozen’ and Disney Animation’s ‘Tangled’ and ‘Wreck-It Ralph’, both of which were successful and well-liked. Leading up to release, the marketing also highlighted a critic quote that suggested the movie was Disney’s best since ‘The Lion King’; that may be hyperbole, but it was also very effective. It didn’t hurt that Frozen‘s marketing played up the humor—specifically, from snowman Olaf—which is a similar trait across nearly all successful animated movies.
Frozen also scored a coveted “A+” CinemaScore, which bodes well for more box office in the upcoming weeks.
Congratulations to our friends at Walt Disney Animation Studios!
Source: Box Office Mojo