After almost three months in theaters, Frozen continues to pull in impressive box office numbers. In order to capitalize on the incredible staying power that the film has demonstrated, Disney released a special sing-along version this weekend, to encourage audiences to return and enjoy a re-watch with other fans. It seems to have worked as the animated film actually experienced a small bump from last week, unheard of for a film this late in release, and grossed about $9.3 million!
Super Bowl weekend tends to be relatively slow at the box office, as the viewing public is occupied with preparing for and watching the big game, and studios limit competition as a result by releasing smaller films. Counter-programming is a phrase often used when describing the films that debut the weekend of the biggest entertainment event of the year, and you could argue that is what Disney was aiming for with Frozen: Sing Along. The studio was counting on both those who could care less about football, and those who are passionate about the film to squeeze another viewing into their plans.
In its eleventh weekend, Frozen added an estimated $9.3 million, up about 2% from the previous week. The increase is mind-blowing, given that the film has been in theaters since Thanksgiving, and that this is a historically slow weekend at the box office. The film’s take was enough to place second, behind Ride Along. We do not have a breakdown of how the sing-along version of Frozen performed relative to the regular edition, but it would be interesting to see how the unique move by Disney affected the film’s gross. (UPDATE: According to Box Office Mojo, an estimated $2.2 million of the film’s $9.3 million came from the Sing-Along edition.) It seems to have paid off, at least somewhat, in driving additional fans to theaters.
Frozen has already been crowned the biggest original animated film ever in North America, but it is still in the chase for breaking several other records. Only sequels separate Frozen from being the one true king (or queen!), and Despicable Me 2 is hanging on by a thread, sitting at $368 million, but Frozen‘s $360 million domestic gross is headed straight for DM2. As soon as next week, Frozen could be the third biggest animated film ever in the region!
Frozen is still in theaters, so you still have the opportunity to go out and be a part of the film that has become a cultural phenomenon!