The Lego Movie Marketing Campaign


The Lego Movie (2014) is a 'tent-pole' film production by media conglomerates Warner Bros. This means that its success was of major importance to the studio in terms of funding other projects. The film was a major motion picture which is expected to generate major income for a studio, which can be redistributed and used to support and find other releases. The film is also an example of how a global studio, like Warner Bros, releases a film in a specific national territory, the UK.

The marketing campaign for The Lego Movie was significantly important to Warner Bros because the film needed to generate a substantial profit. What are the key components of a marketing campaign of this kind?

Film Posters



Task: 
Copy a poster image onto a document and label your answers around the image. This will need to be stuck into your book by the end of the lesson.
1. Looking at the poster, who do you think is the target audience?
2. How do all the elements of the poster help attract that audience? (consider images, colour, setting. props, suggested storyline, font and references to other films). 
3. Is gender represented in a stereotypical or anti-stereotypical way? Explain your answer.
4. Look at the camera shot used and the mise-en-scene. What are the connotations (meanings) created?

Film Trailer




Finished? Ext Task: Looking at this marketing campaign, consider:
  1. Who is the target audience? Who is the film designed to appeal to and how do you know?
  2. How does Warner Bros target audiences through marketing?
  3. What assumptions do companies make about their target audiences?
  4. If there are different target audiences for the same film, how do you think the audiences interpret the same film very differently?





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