Hymnic reviews everywhere: Around the globe Disney's new animated film "The Ice Queen 2" is celebrated. (The SPIEGEL review was also positive.) Also in Japan, there was much praise, there not least by seven manga artists who excelled on Twitter as an influencer. Strange only that their praises all sounded exactly the same.
This consistency was noticed by other Twitter users. This reports the industry magazine "Hollywood Reporter". It turned out that all were paid by Disney for it. The Group issued an apology on December 5, pointing out that a communication breakdown had resulted in the payment not being disclosed. That, however, was by no means the end of the story.
Later this week, some of the artists on Twitter made it clear that they had been told by the advertising agency they had hired directly to hide the money from the public. Disney was forced to make another statement, in which the group took full responsibility for the failed marketing campaign and apologized to fans and artists.
Apparently, Disney had set up an agency that belongs to the advertising empire Dentsu, the world's fifth largest agency in the world. Dentsu dominates the ad market in Japan and is known for not being prudish when it comes to the interests of its customers.
But Disney would not have needed the failed campaign: "The Ice Queen 2" has been leading the Japanese cinema charts for three weeks and has already recorded $ 55 million. The first part was even there in 2014, the third most successful film of all time.
However, Disney is not the first time in a marketing scandal with the new case and is not sensitive to national practices. In 2013, as part of the marketing campaign for the Pixar film "Coco", the company tried to make the Mexican holiday Día de los Muertos a registered trademark. It was only after a scream that Disney withdrew its plans - and was as disgusting as it is now.