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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.
They did pretty well with Inside Out as well. Bing Bong wasn't even in any of the promotional materials at all.