Recently, Disney announced that it will be pulling Olaf’s Frozen Adventure from showings of Coco. For those who are curious, this means that interested individuals can now see Pixar’s latest movie without having to watch the short, which is something that will come as welcome news to some but not so welcome news to others. It will be interesting to see what effect this will have on Coco‘s continuing performance at the box office, but it is even more interesting to speculate about Disney’s motivations for pulling the short.
Why Is Disney Pulling the Frozen Short?
Whenever something like this happens, the natural conclusion would be that whatever is being pulled was not serving its intended purpose. As a result, it is perhaps unsurprising that there are a lot of people are speculating that Disney pulled Olaf’s Frozen Adventure because of a less than enthusiastic response for the movie-goers, which has not been helped by the fact that a fair number of people have indeed been voicing negative opinions of the short. Primarily, this seems to have been because the short is 20 minutes in length, which is much longer than what its classification would suggest for most people. However, it should also be noted that some people just did not like its content, which must have made the wait for Coco that much more irritating for them.
With that said, it should be noted that Disney has stated that Olaf’s Frozen Adventure was never meant to have more than a limited run, which is supported by the fact that its marketing included a clause stating, “For a Limited Time.” As a result, the choice to pull the short is not a response to a negative reaction on the part of the movie-goers but rather Disney making a decision that it was always going to make.
Of course, these options are not exclusive to one another because “For a Limited Time” is a clause that provides Disney with a lot of wiggle room. Simply put, Disney might be pulling the short at this time because it hasn’t received the best response, whereas if it had, it would have continued to be shown for a while longer. In either case, it would have still been acting according to its initial plan as declared because it never mentioned a specific date at which the short would be pulled.
It will be interesting to see how the pulling of Olaf’s Frozen Adventure will affect the numbers for Coco at the box office. Perhaps the people who wanted to see the short will rush to the movie theaters while there is still time in the knowledge that it will no longer be available as of Friday or perhaps the people who were thinking about seeing Coco a second time but held back because of the short will now pay a visit to the movie theaters on the weekend. Whatever the case, the upcoming weekend will be Coco‘s best chance to rack up the numbers at the box office one last time because December 15 will see the release of Star Wars: The Last Jedi, which is the sort of movie that is going to sweep its competition at the box office.
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