Knowledge organiser: Lego Marketing Campaign

Posters, trailer and video game

INDUSTRY AUDIENCE: Primary Audience is children, LEGO fans and secondary audience is parents of the children who Keywords:
WARNER BROS produced and distributed The Lego Movie have grown up with LEGO, also young adult cinema goers and all genders will enjoy. Convergence
TT FUSION: produced The Lego Movie video game o Trailer targeted a range of audiences as it aired during prime-time Sunday night ITV ( 6 million Narrative
REGULATION: viewers) Tentpole
BBFC: (British Board of Film Classification) gave The o Trailer was so unusual that it trended on social media and was viewed a million times a week Synergy
Lego Movie a U rating on YouTube. Active/passive
VSC (Video Standards Council) use PEGI (n Pan Uses and Gratifications Audience
European Game Regulation) The Lego Movie video game 1. Personal Identity –some audiences may identify with certain figures in the media, seeing them as role Columns
was given a 7 + rating models and aspiring to be like them e.g. we may identify with Emmet, the underdog hero/ normal Franchise
ASA (Advertising Standards Authority) ensures member of society who can make an impact on the world Image
audio-visual and print adverts meet acceptable standards) 2. Entertainment – enjoyment of escaping the ‘real world’ for a while and going into the fictional world of Promotion
a film or game of the film Conglomerate
Background: 3. Surveillance/Information – we often watch movies and play games to gain information / an Regulation
1949 Danish Brand is one of world’s leading brands; with understanding of the world around us. Children can see that individuals can make a difference to the Vertical
sales falling in 2003, they decided to branch into the film world through their actions. integration
industry and launch a film with Warner Bros. and a video 4. Social interaction / personal relationships- the video game can be played across different platforms- Production
game with TT Fusion. All companies benefitted and profits single and multi-player and people discuss the game in online forums. Distribution
for the Lego toy company were boosted. Platform

REPRESENTATION: the posters and the trailer (https://www.youtube.com/watch?v=7n0iQkYQRo4)

Male/female Heroes Ethnicity and age Male /female Heroes CONTEXTS:

(gender) (Vetruvius) (gender) Ethnicity/age LEGO seen as nostalgic toy in popular culture
representation representation The film is packed with popular culture references
Intertextuality from references to other films and characters e.g.
Emmet as the Batman, Green Male and aging, BHF – the The gangster, Lenny Henry The Hobbit
‘ordinary’ and less Lantern,Wonder Vetruvius is ‘gangster’ goes the boyfriend is featured in MEDIA LANGUAGE:
traditional hero as woman etc clearly a non- against his and Brian of the advert - colour palette /layout/use of well-known actors at top of
he is featured white character conventional role confused.com and reflects posters
with panic on his Warner Bros also but is seen as and is helping are all playing diversity in - Clear genre codes of action-adventure movie e.g. Mise en
face in the owns the wise and the key people stay alive heroic roles UK society as scene of facial expressions and body language of fleeing
posters and says copyright on to knowledge – a rather than killing of saving and he is a black danger. Heroes and villains are evident by clothing and
“I wanna go Dumbledore and positive them / hurting providing for male and is expressions
home’ in the Gandalf – popular stereotype them, which is others. well-known - The video game shows hybridity by combining puzzle
trailer campaign; additions to the usually reserved ironic and creates to adults in aspects/platforms and completing missions
subverting the cast of characters for white humour their 40s and - Iconography of action-adventure with weaponry and high-rise
idea of males The hero ‘Emmet’ characters. He is above as he urban settings
being strong and reflects a voiced by BT Infinity- is was a - Primary colours to attract children ( primary audience)
powerful refreshing change, Morgan Freeman stereotypical man children’s tv
as he is not what a black actor takes care of his personality
Wildstyle is an we expect of a who is very well female partner; and is a
example of a both hero of an action known. she takes on the comedian.
stereotypical adventure but ‘damsel in distress’
female and also a seems to be the role and he is the
counter underdog or ‘fall provider of BT for
stereotype as she guy’ her.
is more
independent than
some of the male
characters but
does ‘fall for’
Batman