I remember when the first Rise of the Guardians trailer came out and I thought Eh, looks okay. I probably won’t see it. Then the first trailer featuring Jack Frost came out and I was like Oh, hello baby. After seeing the movie 4 times, I went back to watch the first one and saw that when the Guardians all got in the sleigh, Tooth was in Jack’s place in the back seat.
Dreamworks was withholding valuable Jack face to see if anybody would care about it before Jack was announced.