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Frozen. Somehow, Disney kept the unexpected twist a secret. Even while watching the movie, you just don't think that something like that could happen right up until it does. It's a card they'll never be able to play again.
Bonus gaming answer: Halo & Halo 2. Bungie did a great job keeping both The Flood and playing as the Covenant a secret until the respective games were released.
Out of curiosity, What's the twist in frozen?
The obligatory Prince Charming turns out to be the villain.
Yeah, it seemed cliche to me. Maybe it surprised some people because it wasn't a thing in Disney movies?
Ah ok, thanks for telling the time
One character is revealed to be evil
They did pretty well with Inside Out as well. Bing Bong wasn't even in any of the promotional materials at all.