Walt Disney Studios gave another signal that it expects animated movie “Frozen” will become a durable franchise by creating an application software title for the movie. Most films are so ephemeral, they don’t get apps.
The $6.99 retail “Frozen: Storybook Deluxe” app works on iPads and iPhones and is sold via Apple’s iTunes store.
“The app is Disney’s third interactive storybook, developed with Disney Publishing, after producing ones for Pixar’s ‘Monsters University’ and ‘Disney’s Planes,’” writes Marc Graser in Variety.
Says the third edition of book “Marketing to Moviegoers”: “Apps are not particularly favored for individual movies in theatrical release, since they deliver the most value in ongoing use, and movies have a shelf-life in theaters of just a few weeks. The cost of creating apps and the lead time required to convince consumer to download apps on their devices are other reasons apps are not highly favored in theatrical distribution, with some exceptions.”
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