Visit Norway, Norway's national tourist board, officially joined forces with Disney to celebrate the upcoming big-screen comedy adventure "Frozen" and its stunning look and setting, inspired by Norway's beautiful landscape, culture and heritage. The unique collaboration and marketing initiative is designed to drive tourism to Norway, while boosting enthusiasm for the film, which opens in U.S. theaters Nov. 27, 2013.
Visitnorway and Disney will begin working immediately to create a global marketing campaign around the new animated adventure. The campaign will see Norway's spectacular scenery, folklore and culture showcased on an unprecedented scale and will position Norway on the world stage in a way not seen before.
The "Frozen" script called for a dramatic setting, complete with ice and snow, castles and mountains. Filmmakers from Walt Disney Animation Studios realized that Norway had it all. "We wanted to create an intimate world with an enchanting and dynamic setting that would be immediately identifiable for generations to come," says Mike Giaimo, art director for the film. "Norway offered a cultural backdrop we'd never explored before and we thought, 'Wouldn't it be great to blend its dramatic natural environment, architecture and folk costume aesthetic?' It feels like a world from a classic Disney film, but it's completely new.”
The production team referenced details from Norway for the fictional kingdom of Arendelle, which sits on a fjord and includes elements of classic Norwegian architecture like a stave church. Its steep, majestic backdrop serves as the perfect setting for the journey Anna undertakes with rugged mountain man Kristoff in search of her sister Elsa. Filmmakers were also inspired by Norwegian bunad—traditional folk costumes that feature elaborate designs—and select characters actually speak Norwegian in the film or use an accent that is reminiscent of the region.
"This is a fantastic opportunity for us to promote Norway as a wonderful tourist destination," says Per-Arne Tuftin, director of tourism at Innovation Norway. "Disney is well known around the world, and we hope that in providing the inspiration for the backdrop to this film, Norway will appeal to the film's fans—viewers of all ages who will be inspired to visit Norway and explore our beautiful country in the years ahead."
The campaign will feature joint promotional activities and special events throughout the film's theatrical run and home entertainment window, plus social media and website exposure, including a dedicated section about "Frozen" on visitnorway.com.
Walt Disney Animation Studios, the studio behind "Tangled" and "Wreck-It Ralph," presents "Frozen," a stunning big-screen comedy adventure. Fearless optimist Anna (voice of Kristen Bell) sets off on an epic journey—teaming up with rugged mountain man Kristoff (voice of Jonathan Groff) and his loyal reindeer Sven—to find her sister Elsa (voice of Idina Menzel), whose icy powers have trapped the kingdom of Arendelle in eternal winter. Encountering Everest-like conditions, mystical trolls and a hilarious snowman named Olaf (voice of Josh Gad), Anna and Kristoff battle the elements in a race to save the kingdom. The film is directed by Chris Buck ("Tarzan," "Surf's Up") and Jennifer Lee (screenwriter, "Wreck-It Ralph"), who also wrote the screenplay. It is produced by Peter Del Vecho ("Winnie the Pooh," "The Princess and the Frog"). Featuring original songs from Tony® winner Robert Lopez ("The Book of Mormon," "Avenue Q") and Kristen Anderson-Lopez ("In Transit," "Winnie the Pooh"), and an original score by Christophe Beck ("The Muppets," Oscar®-winning short "Paperman"), "Frozen" hits theaters in 3D on Nov. 27, 2013.