While watching Disney Jr. with my son Nicky, I recently saw a commercial that I found to be most brilliant. While Disney just recently announced plans for a sequel, they have also done an animated short film called Frozen Fever. The promo I recently watched treated this short as though it was a full-length feature film but also told us the only way to see it. You see, the only way to see Frozen Fever is by going to the theater to see the one movie that it's playing in front of; their live-action remake of Cinderella.
The moment I heard "to see Frozen Fever go see Cinderella only in theaters" I was blown away by the brilliance of this move! It's not customary for an animated short film to get a TV ad but Disney did it while telling us how to see it! If I had a daughter, I knew the first thing she would've said to me is "Let's go see Frozen Fever!" It wouldn't have mattered that we'd have to see Cinderella to do so; all she would be interested in is seeing Frozen Fever. I'm sure that's precisely what Disney intended and is likely what happened. I find this move to be brilliant as it capitalizes on the success of Frozen and makes it more likely that Cinderella will be quite profitable for the studio.
I fully expect that not only will there be further animated shorts spun from the Frozen world, but that they will also be promoted in similar fashion.