Cineplexx / 2019
Inspired by Hans Christian Andersen’s fairy tale "The Snow Queen", Frozen tells us the story of a princess Anna who fearlessly sets off to find her estranged sister Elsa after she trapped their kingdom in eternal winter. As the Arendelle adventure became one of the most popular Disney`s films ever, a sequel was released in late 2019. The adventures of Anna, Elsa, Olaf and Kristof continued as the spirits of the Enchanted Forest came to life and it was up to Anna and Elsa to find out the truth of the past.
Majo Public developed and implemented integrated communication strategy for the promotion of Frozen 2 in Cineplexx theatres. It soon became the top-rated movie in Serbian cinemas, which is considered as excellent achievement having in mind that the audience of the first part released six years ago was lost due to lack of interest for such content in their present age.
- PR strategy
- Social media campaign
- Media relations
Ahead of the much-anticipated movie release, Frozen weekend was held in Belgrade shopping mall with Children`s Philharmonic Orchestra and actress Jelena Gavrilovic, Serbian Elsa in the movie. A lot of children gathered to enjoy the movie songs and take photos with celebrities.
Cineplexx Zaleđeni izazov
Having in mind that Frozen was an instant success due to the Oscar-winning Let It Go Theme, we used it as a tool to bring back the movie to Serbian audience through CineplexxFrozenChallange, where Jelena Gavrilovic invited audience to send their videos singing or dancing along the popular theme, supported in the second stage by four mom influencers. The audience engagement was amazing.
Majo Public managed to raise huge interest of media to cover the release of the sequel to Frozen 2, including news reports and guest appearances on TV shows.