I felt they didn't market Moana right away either and they did well. Not frozen well but it did good enough.I wouldn't say it's the timing of the movie that's the issue - family movies with plenty of different themes do well around the holidays. People are just completely unaware that this exists, because it hasn't been marketed enough to saturate the market.
This trailer could have launched with, say, Pirates 5 to maximize the amount of people who would see it. I do believe that this will run ahead of Cars 3 when that releases in a few weeks.
I imagine we'll get plenty from D23 about it as well.