Posters

Since Disney has rebooted, I've noticed a certain trend in their advertising. Specifically in the movie posters they release. When they released The Princess and the Frog back in 2009, they tried to stick with the traditional Disney formula that they became famous for with the traditional hand-drawn animation, the magic, the songs, the romance, the cutesy animals, the prince and the princess, etc. (TRAILER). However, the movie did not make as much money nor did it get as much acceptation as they had hoped, so in the years to come, they began a different approach.

With Tangled they took their advertising in a whole different direction. The story itself still had magic, romance, cutesy animals, songs, a princess, and whatever. However... NONE of that was focused on in its advertising. None. They put all the focus on the male protagonist and the action/adventure and comedy. Unless you did your own digging, you wouldn't really know that any of that other stuff was in there based on the TRAILERs, posters, promotional images, etc.

At least in American advertising.

If you looked at the foreign posters or watched the foreign/international trailers, you saw a lot more beauty portrayed. You got a lot more of the traditional Disney feel in them... mostly in regards to the posters, but still the TRAILERs kind of did too.

Now, I'm not saying the action/adventure or comedy is bad. Especially when it's a huge part of the movie (like it is with Tangled), but when it's all that's focused on and nothing else, it can sometimes kind of grate. Again, don't get me wrong, because when I'm waiting for a movie, especially a Disney movie, I am grateful for anything I can get. But it would be nice to get that old Disney feel to some of it.

The reason I'm bringing this up is now that Tangled is long over and done with is because they're changing their advertising strategy once again with Frozen. At first it seemed as though they were following in Tangled's footsteps with the focusing all on the comedy and action/adventure side (TRAILER). However, the second TRAILER they released surprised me. It had a lot of drama and heart to it, AND it even included a song from the movie.

Once again, don't get me wrong. They still do mostly focus on the comedy side more than anything. Their favorite advertising tool is the little snowman. He is in/on EVERYTHING! I have a feeling that the movie is not going to have as much comedy as they're letting on.

Anyways, I've kind of gone off my point. My point was the common trend I see. Even though their advertising seems to switch up with each movie, their posters still always stay the same. That is they release the lamer "marketing eyebrow"-esque ones to the US and these gorgeous Disney-esque ones to foreign countries. Also, if you look at the two most recent films, you'll see some similarities between some of them in regards to posing and set-up.

THE PRINCESS AND THE FROG (this was before the trend started. Look at them!)

It also comes in blue.

This was the official poster they used at the theaters.

This was the only foreign one I could find. I think they used the same posters all over the world, just translating the titles... exactly like they used to during the Disney Renaissance.

The official DVD cover

TANGLED

Marketing eyebrows! This was the official poster used at theaters

The official DVD cover. Notice the marketing eyebrows again.

No, but seriously. How gorgeous is this poster? And it is, of course, a foreign one.

I kind of think this is an exception to the foreign posters rule, in my opinion (there's even marketing eyebrows!). But compare it to the next poster.

FROZEN

Doesn't this kind of remind you of the last Tangled poster? And it's foreign too.

No, but really. This little guy is on practically EVERYTHING!

This was the first official US poster released. I'm not a huge fan of it, but it's used everywhere. (And notice the marketing eyebrows once more) This will probably be the one they use at the theaters.

Now, a quick note, something else I've noticed: they still use the marketing eyebrows in many of the posters, always on Elsa, but it's toned down a bit. In that first official poster right above it's clearly using those darn marketing eyebrows. However, in these ones below, they're still there on Elsa, but much more subtle.

I love this one, but it's hardly ever used. It's kind of similar to Tangled's DVD cover.

I hope this is the one they use at the theaters because I feel like it advertises what the movie's about really well for a poster. 

Look at these foreign posters! Stunning!