The Lego Movie
As a product, Lego is for kids, so the Lego marketing team's main challenge is to make their products appealing to children; however, it is the parents, aunties, uncles, grandparents and godparents who hold the purse strings. This is where the joy – and the genius – comes in: The Lego Movie is a ripping adventure for kids, but is also great fun for adults.
Research Task.
Find out the process behind how a film is produced, distributed, marketed and exhibited. Who does what and in what order?
Produced:
Film producers fill a variety of roles depending upon the type of producer. Either employed by a production company or independent, producers plan and coordinate various aspects of film production, such as selecting script, coordinating writing, directing and editing, and arranging financing.
Distribution:
Film distribution is the process of making a movie available for viewing by an audience. For commercial projects, film disturbution is usually accompanied by film promotion. When a film is initially produced, a feature film is often shown to audiences in a movie theatre.
Marketed:
Film promotion is the practice of promotion specifically in the film industry, and usually occurs in coordination with the process of film distribution. Sometimes called the press junket or film junket, film promotion generally includes press releases, advertising campaigns, merchandising, franchising, media and interviews with the key people involved with the making of the film, like actors and directors.
Exhibited:
This optical illusion causes the audience to perceive continuous motion between separate objects viewed in rapid succession. The process of filmmaking is both an art and an industry. A film is created by photographing actual scenes with a motion picture camera; by photographing drawings or miniature models using traditional animation techniques; by means of CGI and computer animation; or by a combination of some or all of these techniques, and other visual effect.
What is conglomerate?
A media conglomerate, media group, or media institution is a company that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet.
Who are the 'big six' Hollywood film studios?
The ‘Big Six’ are: 20th Century Fox, Warner Bros, Paramount Pictures, Columbia Pictures, Universal Pictures and Walt aDisney Pictures.
Who regulates films in the UK?
The British Board Of Film Classification (BBFC).
Which companies produced the lego movie?
Village Roadshow Pictures, RatPac-Dune Entertainment, Lego System A/S, Vertigo Entertainment, Lin pictures< Warner Animation Group, Animal Logic.
Who were the producers of the lego movie?
Dan Lin and Roy Lee.
Who directed the lego movie?
Chris Miller and Phil Lord.
Thursday 26th April 2018.
Learning Objectives:
Prop's Spheres Of Action.
Thursday 10th May 2018.
Research Task.
Find out the process behind how a film is produced, distributed, marketed and exhibited. Who does what and in what order?
Produced:
Film producers fill a variety of roles depending upon the type of producer. Either employed by a production company or independent, producers plan and coordinate various aspects of film production, such as selecting script, coordinating writing, directing and editing, and arranging financing.
Distribution:
Film distribution is the process of making a movie available for viewing by an audience. For commercial projects, film disturbution is usually accompanied by film promotion. When a film is initially produced, a feature film is often shown to audiences in a movie theatre.
Marketed:
Film promotion is the practice of promotion specifically in the film industry, and usually occurs in coordination with the process of film distribution. Sometimes called the press junket or film junket, film promotion generally includes press releases, advertising campaigns, merchandising, franchising, media and interviews with the key people involved with the making of the film, like actors and directors.
Exhibited:
This optical illusion causes the audience to perceive continuous motion between separate objects viewed in rapid succession. The process of filmmaking is both an art and an industry. A film is created by photographing actual scenes with a motion picture camera; by photographing drawings or miniature models using traditional animation techniques; by means of CGI and computer animation; or by a combination of some or all of these techniques, and other visual effect.
What is conglomerate?
A media conglomerate, media group, or media institution is a company that owns numerous companies involved in mass media enterprises, such as television, radio, publishing, motion pictures, theme parks, or the Internet.
Who are the 'big six' Hollywood film studios?
The ‘Big Six’ are: 20th Century Fox, Warner Bros, Paramount Pictures, Columbia Pictures, Universal Pictures and Walt aDisney Pictures.
Who regulates films in the UK?
The British Board Of Film Classification (BBFC).
Which companies produced the lego movie?
Village Roadshow Pictures, RatPac-Dune Entertainment, Lego System A/S, Vertigo Entertainment, Lin pictures< Warner Animation Group, Animal Logic.
Who were the producers of the lego movie?
Dan Lin and Roy Lee.
Who directed the lego movie?
Chris Miller and Phil Lord.
Thursday 26th April 2018.
Intertextuality.
Learning Objectives:
- To explore the intertextuality of The Lego Movie.
Lego Movie Plot:
The Lego Movie is about a lego figure who always follows the rules, he is one day told he is the 'special' who is a figure who has the power to save the world. He finds himself among a bunch of people who want to stop president evil. Emmet is unprepared for the task, nut gives it his best.
Main Characters:
- Emmet.
- Wyldstyle.
- Batman.
- Superman.
- President Evil.
- Unikitty.
- Green lantern.
The message behind the film is to be yourself, work as a team and be creative.
Warner Bros characters:
- Batman.
- Superman.
- Green lantern.
- Wonderwomen.
Thursday 3rd April 2018.
Intertextuality.
Learning Objective:
- To explore the intertextuality of The Lego Movie.
Postmodernism.
Postmodern films often contain the following characteristics:
- Challenges genre conventions: might be a mixture of many genres; challenge typical character roles etc.
- Pastiche: imitates other texts, humorous take on society/culture.
- Hyper-reality; makes the audience aware that they are watching a movie.
The Lego Movie is a postmodern film because they make it hyper-reality. At the end you can see the people controlling the lego pieces, which makes you realise that you're watching the film, not in it.
The lego movie also has a lot of pastiche in it. The people who wrote the movie make it seem it was written by a five year old, because of this it's able to let us relax and enjoy ourselves.The Lego Movie has a lot of real life references as well, such as: The overpriced coffee, the power thirsty business men.
The lego movie also has a lot of pastiche in it. The people who wrote the movie make it seem it was written by a five year old, because of this it's able to let us relax and enjoy ourselves.The Lego Movie has a lot of real life references as well, such as: The overpriced coffee, the power thirsty business men.
Prop's Spheres Of Action.
Thursday 10th May 2018.
Target Audience.
Learning Objective:
- To identify the target audience using demographics and psychographics.
Target Audience:
- 4-8 year olds who like Lego.
- Parents who used to play with Lego when they were younger.
- Young adult cinema-goers.
The movie appeals to young kids who like Lego as they can somewhat relate to the story, knowing what it's like to make up little stories.
It appeals to adults because of the nostalgia they will feel watching it, as they would have played with them when they were young. The fact that the movie is imitating the Matrix, so lot of parents would recognise it.
It also appeals to young adult cinema-goers as they will be able to recognise a bunch of the characters in it, and may also have played with Lego.
Characters and Voice Actors:
Emmet - Chris Pratt.
It appeals to adults because of the nostalgia they will feel watching it, as they would have played with them when they were young. The fact that the movie is imitating the Matrix, so lot of parents would recognise it.
It also appeals to young adult cinema-goers as they will be able to recognise a bunch of the characters in it, and may also have played with Lego.
Characters and Voice Actors:
Emmet - Chris Pratt.
Wyldstyle - Elizabeth Banks.
Metalbeard - Nick Offerman.
Good cop/Bad cop - Liam Neeson.
Unikitty - Alison Brie.
Monday 21st May 2018.
Unikitty - Alison Brie.
Monday 21st May 2018.
Intertextuality.
Learning Objective:
- To explore intertextuality of The Lego Movie.
Similarities between The Matrix and The Lego Movie:
Location:
There are two realities in both movies, the main fights seem to happen in big buildings, like a work place.
Characters:
There is a 'special' and a girl who falls in love with him (the sidekick). - e.g. Emmet and Wyldstyle, Neo and Trinity.
There is a big thing stopping them - e.g. President Business and The computer.
A guy inspiring the special - e.g. Morpheus and Vitruvius.
A 'helper' - e.g. Finn and Tank
A main bad guy - e.g. Good cop/Bad cop and Agent Smith.
Themes/messages:
Both movies are telling everyone to believe in themselves and to not give up no matter how hard everything is.
The Narrative:
The Lego Movie:
Emmet, an ordinary LEGO figurine who always follows the rules, is mistakenly identified as the Special -- an extraordinary being and the key to saving the world. He finds himself drafted into a fellowship of strangers who are on a mission to stop an evil tyrant's plans to conquer the world. Unfortunately for Emmet, he is hopelessly -- and hilariously -- unprepared for such a task, but he'll give it his all nonetheless.
The Matrix:
Neo believes that Morpheus, an elusive figure considered to be the most dangerous man alive, can answer his question -- What is the Matrix? Neo is contacted by Trinity, a beautiful stranger who leads him into an underworld where he meets Morpheus. They fight a brutal battle for their lives against a cadre of viciously intelligent secret agents. It is a truth that could cost Neo something more precious than his life.
Both movies have a similar plot, the are both dragged into doing something being told they are 'the special'. They go along with it but after a while they both think theres nothing special about them, but soon realise they are. They end up fighting the bad guy, and win the girl they want.
Evaluate the advantages and disadvantages of the intertextual relationship between The Matrix and The Lego Movie.
Advantages of linking The Lego Movie with The Matrix is that a lot of parents would understand the references, making them enjoy it more. But this is also a disadvantage as younger people would not understand the references or the meanings, but young adults would.
Another disadvantage would be for young adults would be that the movie has been softened up to be made suitable for children, which could make it a bit boring for people my age. But this can also be good as young adults can be dragged along for their younger siblings.
±§11
Thursday 24th May 2018.
Ways to advertise:
Synergy.
Lego released some tie-in merchandise to go alongside the movie.
What methods were used to promote the movie?
Posters:
Events:
Website:
The TV adverts was successful because it was the first time something like that had ever happened, and it was a big promotion for The Lego Movie.
Thursday 7th June 2017.
Article Two:
Film critics laud this movie’s ability to offer ‘something for everyone’, with a healthy dose of slapstick for the kids, cultural savvy for the teens, and scathing yet hilarious social commentary for the grown-ups. In other words, it’s nailed its content pillars.
How has it got heart?
Any piece of content marketing needs to be fit for purpose – if it’s an informative piece of video, it needs to inform; if it’s an analysis piece on a blog, it needs to analyse; and if it’s a film, it needs to make people feel. And to this end, with an emotive storyline that explores the meaning of love, partnership and humanity
How is it all about 'you'?
As humans, we’re constantly questioning which of those categories we fit into – and the underlying discourse within The Lego Movie forces us to ask questions not only of the characters and the storyline, but of ourselves.
How does it show that it knows its audience?
The Lego Movie has a very clear idea of who it's target market is, as it bids to increase its standing among kids - the players, parents - the buyers - and other adults - the nostalgists. This makes it have something for everyone.
The lego movie used a lot of marketing to boost the popularity of the movie. But they did it in a very effective way. (24)
The movie linked up with other companies to create an advert break on ITV. This was a very smart move on the people who made The Lego Movie because they are able to boost the production sales of their movies but the companies also get and interesting way of putting up their sales. This was very unique because it was the first time anyone had ever done anything like this, and because of how unique and interesting it was a lot of newspapers wrote about it and the movie got free advertisement through that. (118)
Although this isn't the only way the lego movie gets free advertisements. A lot of people will share it on social media, such as; Facebook, Instagram, Snapchat, etc. This is good because young adults will be talking about it and sharing it which gains popularity. Some websites will also write articles about The Movie, boosting it's sales once again. This is a good way of getting the movie out to the public. The range of platforms you can share the trailer on, such as YouTube, is also good for the production. (209)
They also had posters for the movie, having individual posters for each character. This gets publicity because if they can get all these posters out in the public some people will want to study them and look into them. And the more posters the release, the more people will see about the movie itself. They also have posters for the main characters all together, this could also spark some light on the movie by the way they're positioned. People can possibly start controversies about the relationships between the characters. This is also a goody to get publicity on social media. (300)
The Lego Movie also paired up with McDonalds, getting a lot of publicity. This pair up with them gave little kids a chance to hear about The Lego Movie, making them want to go see it. This is a big boost in sales because a lot of children don't have social media so can't hear about he movie through social media. This will boost the sales for both The Lego Movie and McDonald's. Kids will want more of the cups, and their parents will want to buy them for the children. Then the parents will end up taking their kids to see the movie. Once again boosting the production sales. This is a very smart move on the people making the movie.
The Lego Movie:
Emmet, an ordinary LEGO figurine who always follows the rules, is mistakenly identified as the Special -- an extraordinary being and the key to saving the world. He finds himself drafted into a fellowship of strangers who are on a mission to stop an evil tyrant's plans to conquer the world. Unfortunately for Emmet, he is hopelessly -- and hilariously -- unprepared for such a task, but he'll give it his all nonetheless.
The Matrix:
Neo believes that Morpheus, an elusive figure considered to be the most dangerous man alive, can answer his question -- What is the Matrix? Neo is contacted by Trinity, a beautiful stranger who leads him into an underworld where he meets Morpheus. They fight a brutal battle for their lives against a cadre of viciously intelligent secret agents. It is a truth that could cost Neo something more precious than his life.
Both movies have a similar plot, the are both dragged into doing something being told they are 'the special'. They go along with it but after a while they both think theres nothing special about them, but soon realise they are. They end up fighting the bad guy, and win the girl they want.
Evaluate the advantages and disadvantages of the intertextual relationship between The Matrix and The Lego Movie.
Advantages of linking The Lego Movie with The Matrix is that a lot of parents would understand the references, making them enjoy it more. But this is also a disadvantage as younger people would not understand the references or the meanings, but young adults would.
Another disadvantage would be for young adults would be that the movie has been softened up to be made suitable for children, which could make it a bit boring for people my age. But this can also be good as young adults can be dragged along for their younger siblings.
±§11
Thursday 24th May 2018.
Marketing.
Learning Objective:
- To explore marketing and promotion of The Lego Movie; to link the methods to the target audience.
Ways to advertise:
- Posters (News papers, magazines).
- Adverts (TV, Bilboards, Radio).
- Trailers.
- Teaser Trailer.
- Social Media (Blogs, Hashtags, Celebrities).
- Merchandise (Clothes, Lanyards, Bags).
- Brand partnerships (Product Placement).
Synergy.
Lego released some tie-in merchandise to go alongside the movie.
- 17 Lego World Sets.
- 16 Collectable Mini Figures.
- The Lego Movie Video Game.
- Range Of School Supplies.
- Sticker And Activity Books.
What methods were used to promote the movie?
Posters:
Events:
Website:
The TV adverts was successful because it was the first time something like that had ever happened, and it was a big promotion for The Lego Movie.
Thursday 7th June 2017.
Lego TV Avert.
Integration.
Quotes from articles:
As a product, Lego is for kids, so the Lego marketing team's main challenge is to make their products appealing to children; however, it is the parents, aunties, uncles, grandparents and godparents who hold the purse strings. This is where the joy – and the genius – comes in: The Lego Movie is a ripping adventure for kids, but is also great fun for adults.
The benefits of this Lego film are not just limited to the supportive spending of adults either. What makes a children's movie such an enduring legacy is that it firstly finds its excitable audience in the cinema, then the young viewers eagerly snap up a DVD that can be viewed several times over and will probably sit in the DVD collection for years. As the child grows up, they will inevitably feel nostalgic about the films they watched as a mite and watch them again in adulthood, perhaps even showing it to a young relative and beginning the cycle again.
What are the building blocks of success?
You have to market for all ages.
What did lego do right?
They brought in Phil Lord and Christopher Miller to help create a clever and funny movie, in a way that lets your imagination run wild.
How has it laid the foundations for future success?
By introducing the film to children they will want to get the movie on DVD, because of this it'll be sat in their cupboard for years and they will want to watch it when they grow older. Because of the nostalgia.
Article Two:
Film critics laud this movie’s ability to offer ‘something for everyone’, with a healthy dose of slapstick for the kids, cultural savvy for the teens, and scathing yet hilarious social commentary for the grown-ups. In other words, it’s nailed its content pillars.
How has it got heart?
Any piece of content marketing needs to be fit for purpose – if it’s an informative piece of video, it needs to inform; if it’s an analysis piece on a blog, it needs to analyse; and if it’s a film, it needs to make people feel. And to this end, with an emotive storyline that explores the meaning of love, partnership and humanity
How is it all about 'you'?
As humans, we’re constantly questioning which of those categories we fit into – and the underlying discourse within The Lego Movie forces us to ask questions not only of the characters and the storyline, but of ourselves.
How does it show that it knows its audience?
The Lego Movie has a very clear idea of who it's target market is, as it bids to increase its standing among kids - the players, parents - the buyers - and other adults - the nostalgists. This makes it have something for everyone.
Write 300 words explaining how the marketing of the Lego Movie exploits a range of platforms - print, film, e-media - to construct an effective marketing campaign.
The lego movie used a lot of marketing to boost the popularity of the movie. But they did it in a very effective way. (24)
The movie linked up with other companies to create an advert break on ITV. This was a very smart move on the people who made The Lego Movie because they are able to boost the production sales of their movies but the companies also get and interesting way of putting up their sales. This was very unique because it was the first time anyone had ever done anything like this, and because of how unique and interesting it was a lot of newspapers wrote about it and the movie got free advertisement through that. (118)
Although this isn't the only way the lego movie gets free advertisements. A lot of people will share it on social media, such as; Facebook, Instagram, Snapchat, etc. This is good because young adults will be talking about it and sharing it which gains popularity. Some websites will also write articles about The Movie, boosting it's sales once again. This is a good way of getting the movie out to the public. The range of platforms you can share the trailer on, such as YouTube, is also good for the production. (209)
They also had posters for the movie, having individual posters for each character. This gets publicity because if they can get all these posters out in the public some people will want to study them and look into them. And the more posters the release, the more people will see about the movie itself. They also have posters for the main characters all together, this could also spark some light on the movie by the way they're positioned. People can possibly start controversies about the relationships between the characters. This is also a goody to get publicity on social media. (300)
The Lego Movie also paired up with McDonalds, getting a lot of publicity. This pair up with them gave little kids a chance to hear about The Lego Movie, making them want to go see it. This is a big boost in sales because a lot of children don't have social media so can't hear about he movie through social media. This will boost the sales for both The Lego Movie and McDonald's. Kids will want more of the cups, and their parents will want to buy them for the children. Then the parents will end up taking their kids to see the movie. Once again boosting the production sales. This is a very smart move on the people making the movie.
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