The Lego Movie TV Advertising

In Dancing On Ice at 7:27 PM on Sunday 9th February 2014 - five days before the movie launched - ITV broadcast a world first, an ad break made entirely out of LEGO. British Heart Foundation, BT advert, Premier Inn; these were examples of ads made entirely out of LEGO It created a lot of hype on social media, people who didn't see it commented on it and started looking it up on YouTube.Saved half a million by advertising on this world first TV advert rather than advertising in newspaper.

The Lego Movie broke boundaries in advertising techniques as to create hype and generate free press it did a world first by doing a whole ITV ad break on February 9th 2014 at 7.27pm (during Dancing on Ice) in Lego. This saved a lot of money in newspaper advertising and online advertising because journalists and members of the public couldn't help but write about leading to 6 million YouTube views.
It targeted different target audiences because of having usual TV adverts made out of Lego and then the official Lego Movie trailer advertised afterwards, this can appeal to older audiences like adults and maybe older adults because this is something that is out of the norm for them and it is attracting them to the Lego Movie at the end. This can also appeal to older kids like teenagers because it is also something out of the norm for them so therefore they will talk about it social media and look it up on YouTube which will attract a bigger audience to the official trailer and will make them want to go and see the film in cinemas. Younger kids would also like this as well because they like to play with Lego, so this world first TV advert would get them excited about the movie and make them want to go and see the film. This was very successful as they saved a lot of money with advertising and marketing and it has attracted people to the movie by having usual British TV adverts made out of Lego, therefore creating a bigger audience making a bigger profit.

Lego Movie Marketing

Marketing methods for promotions

Buses, TV, social media, trains/tube, billboard, fast food. 

Synergy

The Lego Movie released tie - in merchandise to go along side the movie, these are examples:

Lego movie play sets, Lego movie games, Lego characters, kids watches and clock, bed spreads. This is the definition of synergy: The interaction or cooperation of two or more organizations, substances, or other agents to produce a combined effect greater than the sum of their separate effects. 

The official Lego Movie website is shown in this screenshot:  

Events that the Lego Movie have been held at Legoland

Lego Movie posters promoting the characters and actors

Lego Target Audience

The Lego Movie is a U age rating. The primary target audience is young kids who play with lego. The second target audience is parents who play with their kids and want to watch the film with their kids, also people who want to feel nostalgic.

The movie appeals to children because they play with lego and the movie set is made out of lego including the characters, also the plot of the movie is set out so a young kid can interpret the movie in their own way and have them relate to some of the characters and can relate by gender. Parents that played with lego when they were young and when they play with their kids now can be attracted to the movie because the characters in the film may relate to them in a similar situation. Adults can also relate to some of the situations in the movie in real life situations. The movie can also relate to young adults who like to see movies like this, they may also relate to stuff in the movie like characters or the plot, also they may just want to see the movie for a laugh and they bring back memories of when they were kids as they may be young adults or teenagers. Both genders can relate to the characters in some of the situations the characters get into and gender related stuff for example, females are the heroin and the males are the heroes.

Propp’s Spheres of Action

Lego Movie Infographic

Cover lesson 

Lego Movie Facts

A film is produced either by a company or independently, producers plan or coordinate various aspects of the film.

Film distribution is normally accompanied by film promotion, cinemas will show a feature film for the audience. 

Film marketing is done by media interviews, advertising campaigns, merchandising and franchising.

Film is exhibited by screening the film in cinemas 

Lego Movie Institution

The Lego Movie
Production
Warner Bros produced the film
The budget was $60 million
It was filmed in 2012/2013
It took about year to film and it was filmed in Fox Studios, Moore Park, Sydney, New South Wales, Australia
The equipment used for filming was Arri Alexa
The nationality is American
The people that own the source material are Warner Bros. and Lego
The main producer is Dan Lin and Roy Lee. The main director is Phil Lord and Christopher Miller. The cinematographer is Pablo Plaisted. Editor is David Burrows and Chris McKay. Screenwriter is Phil Lord and Christopher Miller and the music providers were WaterTower Music.
The main cast members were Chris Pratt, Will Ferrel, Elizabeth Banks and Will Arnett.

Distribution
Warner Bros. and 20th Century Fox
The marketing budget was $60 million
Was released around the world in early months of 2014
Lego sets of the Lego Movie were released as a part of promotion. Also video games were sold for promotion and marketing.

Exhibition
The Lego Movie was shown in 3D and Imax.
About 2-3 weeks
$470 million
Age classification U in the UK and USA
The primary target audience were children
It was released on DVD/Blue-ray/download