Spotted! Disney brings Frozen to life
Walt Disney Studios Motion Pictures Canada has brought a piece of its icy hit Frozen to life, creating a branded hotel suite and activity cave at Quebec City’s Hôtel de Glace.
Starting on Jan. 18 and running until March 23, the hotel will feature a suite that is modeled after the bedrooms of princesses Anna and Elsa in the film. The hotel will also play host to a “Frozen Activity Cave,” with activities for families inspired by the film’s characters.
Greg Mason, VP of marketing at Walt Disney Studios Motion Pictures Canada, tells MiC that creating an activation around the film at the Hôtel de Glace is fitting because members of the production team travelled to visit the location when they were looking for inspiration in creating the film.
Timing of the experiential activation, which was created in partnership between the hotel and Disney, works out because it falls during the ice hotel’s open season and also covers the time before the digital HD and 3D release of Frozen on Feb. 25 and Blu-ray Combo Pack, DVD and on-demand release on March 18.
Mason wouldn’t comment on whether spend promoting Frozen exceeded that for other recent Disney films, but said the movie’s record-breaking run has encouraged his team to keep running activations around it.