Lego Movie Marketing

General Movie Marketing Techniques:

• TV Advertising
• Advertising Through Other Brands (Mc Donald's)
• Radio Advertising
• Merchandising
• Video Games

Ways The Lego Movie Advertised:

• Lego Play Sets Related To The Film

Intertextuality Within The Lego Movie

• Lego – appeals to kids and nostalgic adult
• Story Line – matrix story line
• Characters:
• Super Hero’s – appeals to super hero fans
• Starbucks – minor relation to Starbucks, “Overpriced Coffee”
• Gandalf & Dumbledore
• God – Morgan Freeman
• William Shakespeare
• Teenage Mutant Ninja Turtles

• Settings:
• Wild West (lighting) – allows relation to western cinema
• Sci-Fi Lighting – allows relation to sci-fi cinema audience

Integration Of Businesses:

On Sunday 9th of February, ITV teamed up with Lego and Warner Bro's to make an entire ad break made of Lego. This consisted of 5 ads as listed below.

The 5 Commercials Made In Lego:

1. British Heart Foundation
2. Confused.com
3. BT Infinity
4. Premier Inn
5. Lego Movie

Who This Appeals To:

• Due to the time of the ad shown - 7:27pm Sunday 9th - this appeals to more adults or older people due to them watching the show, Dancing On Ice, as a family. Due to this, nearly 6 million people saw the ad which may have contributed towards the movie's success.

Lego Movie Games:

Blumer And Katz Gratification Theories:

1. Entertainment and Diversion - audiences consume media to escape their everyday lives.
2. Information and Education - some audiences consume media as they want to be informed and educated about current affairs portrayed in the media.
3. Social Interaction - some media like The X Factor provoke interaction with the audience.
4. Personal Identity - some audiences like to watch media so they can compare their life.

Simultaneous Release:

• Profit maximised - the promotion of the film will create a receptive awareness in potential consumers of the game: they have heard of it and are familiar with it.
• Familiarity - the brand and plot and characters are already known; recognition of the fact we like the film so may enjoy the game based on it.
• Extends the pleasure of the film - a chance to continue to 'be part of' the film that we are enjoyed. Chance to play the roles we saw in the film.
• The game promotes the film and the film promotes the game.

Lego Movie Poster Campaign

Denotation: Literal meaning and what is there

Connotation: Hidden meaning and what it infers

Colour:

• Use of the blue and white connotes a Sci-fi aspect
• Use of the reds and yellows in the background shows an evil aspect or a 'bad guy'