Lego Movie: Advertising & Marketing

Lego Movie News- Summary 

- Lego movie has managed to find acclaim across political spectrum 

-Alyssa Rosenberg ‘the movie asks us to consider what we’re losing out in that homogenisation’ 

-Film has elements that echoes Jesus and guru Nanak or it is a critique of both righf and left 

-The film represents the highest form of capitalist expression:commercial 

-Film is an extended ad or sponsored content for Lego products and is something reviewers acknowledge without considering why it succeeds as advertising (because so many movies are based on toys already made try too had to insert products eg transformers) 

-It proudly advertises its products as toys 

-Deserves cannon lion Grand Prix (award for best in advertising) 

-Lego movie builds on best ad tradition (final 20 mins of film - Lego brand asserts itself as both a toy for creativity 

-Lego movie is primarily a standard action film eg Emmet is swept up in a conspirify to overthrow lord business 

-In last 20 min- conflict of movie is revealed (real life is shown as the Lego’s are a kids toy) 

-Lego understands its commercials have 2 audiences:children wanting to play Lego and parents who hold the strings to buy the Lego 

-The film needs to present a compelling value-proposition to parents (Lego movie makes this as fathers can avoid become estranged  with son if they jointly build the Lego) 

-film has politics that families can be strengthened  and fun can be had by all