The Frozen Phenomenon

<p><b><i>The Frozen Phenomenon </i>presents a broad-ranging, comprehensive introduction to Disney’s 2013 film <i>Frozen </i>and reconsiders this film’s enormous influence on mainstream animation and contemporary popular culture. </b><br><br>The record-breaking release of <i>Frozen</i> in 2013 marked a shift in the American animation industry and the Walt Disney Company as a whole. The film has been elevated as a catalyst for the third “golden age” for Walt Disney Animation Studios, restoring the company’s brand identity and ushering it into a new phase. It has also been praised for its pedagogical promise of change and reform of the Disney princess franchise, marking the start of an era characterised by strong, independent female leads that evolve around “richer, more complex stories” (Harris, 2016). From a business perspective,<i> Frozen</i> has set new standards for branding and merchandising of the film's universe, music and popular characters. Following the 10th anniversary of the film's premiere, <i>Frozen </i>remains one of the most loved, recognisable, and marketed Disney films to date.</p>