Children appear to grow up very fast these days. They look and talk as if they are older than their years; they aspire to be adults and there are lots of computer games, films, youtube videos… and even books that tap into this aspiration. But my experience of being a mother is that underneath, children are no older than we were at their age. For example, when my son was ten all the boys took a teddy on the school trip to France.
Disney also realise that kids are still kids, and that there is big money to be made from selling child-like things. The animated movie Frozen, about two princesses, a talking snowman, a young man and his pet reindeer, made nearly $1.3 billion in worldwide box office revenue. It also sold 18 million DVDs in 2014 .
It is not only preschoolers that have become obsessed with Frozen. Just a couple of days ago I overheard a girl saying to her dad, “You can be Elsa and I’ll be Anna.” She was about six-years-old, the same age as my nephew who also loved it. At my son’s junior school, children who were seven and eight were talking about the film constantly when it was first released ─ creating buzz ─ many of the nine-to-eleven year olds went to see it too (for their siblings!). In an article on How Frozen Took Over the World, the author Maria Konnikova talks about a seven-year-old who knew she would love it, even though she hadn’t seen it yet, by what she’d been told by her friends. Parents also like it. I asked a Dad who had seen the movie, the sing-along movie version and had also bought the DVD, why the film was so appealing. He said, “We like the innocence of it. It’s just good family entertainment.” Konnikova suggests that part of its success “may have just as much to do with parents as with kids. Kids aren’t just liking it more; parents are taking their kids to see it more.” Perhaps parents don’t want their kids growing up too fast; they value childhood.
As you can imagine, business analysts and reporters have tried to identify the factors that made the film so successful (see references below). If you know what worked, you can replicate it. Right? The pre-release marketing campaign was designed to appeal to a wide audience and focused on what was unique about the story; the film was released in November (which is apparently the optimal release timing) and, cleverly, Disney allowed the very singable music to spread through social media; they didn’t crack down on the millions of youtube tributes. It has two strong, not simpering, princesses that children can relate to; the story’s a bit different for Disney ─ an act of self-sacrifice saves the day rather than true love’s first kiss ─ it’s about the relationship between two sisters and growing up; there’s the allure of magic, a wisecracking sidekick snowman and the film has the feel-good factor… However, what the experts all agree on is that you could put all these ingredients into another story and it wouldn’t necessarily work. I don’t think it will stop animation companies from trying though!
I think book publishers could learn a lot from Disney. Imagine a manuscript arriving on an editor’s desk about a bunch of toys that deeply want children to play with them, and the story is told from the point of view of a cowboy doll. Would the publisher say, “It won’t appeal to the readership; they’ll think they’re too old for it” or “Great ─ we’ll call it Toy Story”.
I’d love to know your thoughts …
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