Why Do You Sell Millions Of Princess Skirts In The Year?

The design of ice and snow 2 is almost designed for offline consumption. It is more like a theme park created for fans, for people to play around, rather than a memorable animation masterpiece.

In 2013, Disney launched the original animated movie "ice and snow adventure" on the occasion of 90th anniversary, which ended up with $1 billion 270 million in the global box office and updated the animation history box office record. "Ice and snow" became a popular cultural phenomenon all over the world. For a time, Aisha, a princess dressed in ice blue dress, purple smoked makeup and singing "Let it go", replaced snow white, Cinderella and Mulan as the new idols of the world's children. In the Disney theme park, girls wearing crystal crown and AI Sha dresses can be seen everywhere.

"Ice and snow" is one of Disney's most successful IP in this century.

Outside the box office, the ice and snow licensing and derivatives business has created an unprecedented miracle. Over the past 6 years, it has generated nearly $10 billion in revenue and has successfully squeezed into the world's 50 most popular IP lists. "Ice and snow" provides stories and characters that are in line with the trend of the times. The emotional connections based on roles make the global consumers pay for their peripheral products repeatedly.

In this commercial era that maximizes the value of IP, Disney obviously will not let go of IP, which has a strong income generating ability. After 6 years, it launched the ice and snow 2, with a view to continuing to catch fans and consumers' wallets. For any IP, the creation of the sequel is difficult. It needs not only to meet the needs of the old fans, but also to carry out the expectation of developing new consumer markets.

Whether the ice and snow will come to the third in the future depends on the achievements of the second. After the premiere of "ice and snow 2" in November 22nd, the US box office broke through 127 million US dollars for the first weekend, and the global box office broke through 350 million dollars. However, today's viewers are still interested in the IP and pay for it, depending on the sales performance of derivatives. Although Chris and Barker, CO director and screenwriter of this film, the first and second have told a complete story. He has no desire to write stories for the time being. But for fans, Guan Xuan's third is just a decision in the morning and evening.

Up to now, "ice and snow margin 2" rotten tomatoes fresh 76%, IMDB score 7.3, word of mouth inferior to the first. It tells a story of people's expectations, and develops Anna and Elsa's self searching and self discovery in a dual line. Aisha heard the call from a distant place, decided to solve the mystery of his life by herself and save Allen's home, so she did not want to let her sister Anna decide to fight side by side with him. Anna and her boyfriend Christopher, snow treasure and reindeer all along.

Each character performs his functions within the safety limits. Aisha is the queen of high cold and omnipotent. Anna is a brave and determined ordinary girl. Snow Bao and reindeer are responsible for selling Meng. Christopher is like laughing. If the "snow and ice" overturns the traditional Princess narrative, the innocent girl who passively waits for the kiss of true love turns to the queen who takes the initiative to grasp the fate, and brings the amazing feeling to the global audience. Then the second are somewhat mediocre and conservative, and the plot promotes the lack of motivation, and the bridge between separation and reunion is expected.

It relies too much on gorgeous and dazzling special effects and noisy songs to let viewers get rid of the boring plot, to immerse themselves in the illusory world and stop thinking. All designs are designed to serve offline consumption. It is more like a theme park created for fans, for people to play around, rather than a memorable animation masterpiece. Although the number of original music in ice and snow 2 is far more than the first, it is hard for viewers to tell which of them is the real theme song. At the moment, no song can reach the phenomenal influence created by Let it go.

However, in "ice and snow 2", Disney once again contributed to the world's top animation technology, from the degree of sophistication of clothing design can feel one or two. This time, animators designed the first diamond accessories, pearlescent sequins and exquisite embroidery for two princesses.

The princess skirt of Anna and Aisha was upgraded on the basis of the first part. The inspiration of Aisha's dress was from designer Alexander Mai Kun, mysterious and elegant; Anna's skirt drew inspiration from the traditional folk costume of Norway, and designed a new high formal dress with reference to Christian Dio. For animation, the most difficult thing is not to create velvet or woolen texture in the movie, but to ensure that the motion track of the dress is close to the real scene in the complex movement process, so as to achieve the maximum effect.

Therefore, when Aisha waves in the rough sea, the tight fitting dress with white diamonds flying up and down in the water brings great visual shock to people. I believe that many children who will see this picture will exclaim, and will be able to get her courage and magic by consuming the battle of AI Sha.

Brittney Lee, director of Disney vision development team, said that Disney asked them to take into account the design of solid clothing when carrying out animation creation, too. Brittney Lee, If we strictly follow the design of the visual team, then the object must be a high priced custom tailored dress, so the derivatives department should search for affordable materials on the basis of animation design, design clothing that is close to the effect of the film, and finally achieve mass production and sell it to tens of thousands of children.

Even the hottest movie, the box office life cycle is only two to three months, which can continue to stimulate consumption only theme parks and derivatives. In order to fill the gap in the development cycle between films, Disney constantly consolidates the emotional connection between consumers and IP through integrated marketing and product layout.

In 2014, Aisha and Anna's Princess skirts sold 3 million pieces in North America, creating a profit of $450 million. In the next 5 years, the average annual income of 1 billion dollars for Disney was derived from Lego toys, game products, household products, and joint beauty products. In 2018, a musical hit the Broadway stage, and the 8 performance was awarded 2 million 300 thousand dollars at the box office. In early October of this year, North America held a grand carnival of "ice and snow". Nearly 200 Disney retail outlets launched the new ice and snow brand new product, which was pre heated for "ice and snow 2". At the Disney Tmall flagship store in China, the new version of the princess Aisha Anna is priced at 298 yuan, with nearly 400 sales in the month, and all the products of the 2 series, including hand, singing dolls, Princess skirts, scarf caps and shoulder bags, are among the highest in the month.

Up to now, "ice and snow 2" has done well in the Chinese market. 6 years ago, the first one in mainland China was released more than two months later than in North America, with a total box office of less than 300 million yuan. This year, the second show is synchronized with North America. As of 17 November 26th, the box office exceeded 410 million yuan.

For Disney, this year is also a bumper harvest year. "Ice and snow 2" is likely to become the 4 Disney movie produced by the sixth global box office this year after the movie "Avenger alliance 4" and "Lion King". Another year's blockbuster movie "Star Wars 9: Skywalker" is scheduled for December 20th, and Star Wars fans' spending power can not be underestimated.

At the beginning of this year, Disney's formal acquisition of fosse in twenty-first Century came into effect. In November 12th, the Disney streaming media platform Disney+ launched in North America, attracting 10 million subscribers in one day. On the one hand, the layout of the movie universe is closely related to the online streaming service. Disney's entertainment area is still growing steadily, and will remain the leading position of the global film studio in the future for a long time.