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Frozen poster for the Broadway musical version by Olly Moss

Frozen poster for the Broadway musical

The Disney Theatrical Group is one of the four major business segments of The Walt Disney Company. It deals with  live shows, stage plays and musical production of its most successful materials, namely animations.

One of its most popular movies is Frozen. I’m sure the moment you read the title, it triggered the obsessive „Let it go” theme song. It’s like an instant sugar rush you cannot control. Thus, it was only natural, if not necessary, to give the public the Broadway adaptation of the movie.

Andrew Flatt, Disney Theatrical’s senior vice president for strategy, marketing and revenue was assigned to choose the poster for the production. I imagine the job was quite challenging because the stage version should set itself apart from the original but still stick to the main story line that the public loves.

Finally, he chose the work from advertising agency Serino Coyne, created by Olly Moss. Beyond the fantastic recreation of a brush-stroked snowflake, on a spectacular indigo and icy blue background, the negative space effect is the surprise everyone loves to discover. That element of surprise could be exactly what convinced Flatt to go for it and what the public will enjoy the most.

The New York Times also featured seven of the rejected works. They are just as amazing, although they missed a few aspects. Some didn’t clearly recreate the sentiment of the characters while other were too obvious. But all in all, they are professionally executed with care for the story and admiration for the characters.

frozen poster

The beloved story will make its Broadway bow at the St. James Theatre next year. The show based on the hit animated movie is now in rehearsal for its out-of-town run at the Buell Theatre at the Denver Center for the Performing Arts. The engagement is scheduled to run from August 17 through October 1.

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