Lego Movie Marketing

Lego Marketing

• Lego Commercial break
• Posters
• Trailers
• Video game
• Lego play sets
• Merchandise

Intertextuality 

• Matrix Storyline 
• Lego
• DC Universe
• TMNT
• LOTR
• Harry Potter
• NBA Superstars
• Star Wars
• Western
• Sci-Fi
• Romance
• William Shakespeare 

Lego TV Advertising 

TV Adverts normally show the product being advertised 

They differ to the theatrical trailers due to their shorts length

The TV adverts would have been shown at around 7

In Dancing On ICE at 7:27pm on Sunday 9th February 2014 - 5 days before the movie launched - ITV  broadcast a world first ad break entirely of lego!

The commercial break included adverts of British Heart Foundation with Vinnie Jones, Confused.com, BT Infinity, Premier Inn with Lenny Henry. All of these adverts were created in Lego as well as the Lego Movie theatrical trailer

The BHF advert represented the football fans who knew Vinnie Jones. It also is an advert for a charity showing the parents of children that The Lego Movie has good intentions. The Confused.com advert was comedic with iconic Robot Brian inside a lego world and teenagers being stereotypical relating to teenagers watching the advert as well as fans of the icon Brian.

Additionally the BT Infinity advert relates to couples with its touch on romance as well as the constant need for new internet.

The Premier Inn advert relates to couples Lenny Henry which represents racial diversity, showing good intentions. Fans of Lenny Henry also would be attracted.

Followed with the advert for The Lego Movie, cementing the certainty for anyone on the fence about the film. 

The Advertising campaign made 70 newspaper and magazine headlines and was shared on social media which further inscribed the audience watching the adverts.

Character posters were released which show the main characters and diversity of the cast, male, female, black and white, each poster represented different people . The main poster showed a Lego setting with Emmet as the main focus of the image, showing how he;s the main characters it has genre conventions of Sci-fi and action movies which primarily target males.

There was a dual release of the Lego Movie and its video game counterpart allowed for two target audiences to be reached, gamers and movie goers, Since the movie advertised the game and the game advertised the movie, the target audiences of both intertwined and the gamers would watch the movies while the movie goers may have played the game.

BLUMER AND KATZ

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