Disney removes unpopular ‘Frozen’ featurette to focus on ‘Coco’
The studio’s 22-minute short film, shown before Pixar’s new full-length movie, angered audiences around the world. Here’s how the PR effort fell short.
Walt Disney Studio’s PR and marketing teams are taking a nod from “Frozen’s” Elsa and letting it go.
The company slated a short film from the next installment in its highly popular “Frozen” franchise, “Olaf’s Frozen Adventure,” to run before Disney Pixar Studio’s “Coco.” Now, Disney is pulling the short from theaters—to the relief of many consumers who have complained.
Many turned to social media to complain that the 21-minute short was too long, and others said it felt like forced marketing.
Walked out of the theater to ask an employee how long the Olaf movie is that plays before COCO and laughed when they said 30 minutes because I thought it was a joke. I like FROZEN but this is my nightmare.
— thomas grabinski. (@DaveMatthewsBad) November 24, 2017
Pixar shorts have been great. Always look forward to them. Olaf long prior to Coco was so boring. Arrive late to see Coco. #OlafsFrozenAdventure
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
