CSMonitor.com looks into how Frozen outlasted films that were released at the same time, like The Hobbit and Hunger Games sequels, to still be on top of the box office after seven weeks. One of the top reasons they cite is the movie’s “brilliantly terrible marketing”, or “the false under-sell”, “in short, the film was galaxies better than the ads suggested it might be… You build word-of-mouth by allowing the audience to ‘discover’ the film’s quality for themselves.”