This week we will continue with LEGO MOVIE MARKETING
We watch the Lego Movie Ad Break and the 'making of the Lego Movie Ad Break' video.
PREP Watch the ad break and the 'making of the ad break' again! That is all.
- Who are the 4 companies involved?
- What were the financial benefits of Warner making the ad break?
- Who was its target audience?
- Is the tone warm, friendly and humorous?
- How does the ad break use famous names?
- The ad break is built entirely of Lego. How does this theme link to the Lego Movie?
- How does Warner use vertical integration in its marketing?
We will study the poster campaign and identify the different ways in which the ensemble poster and all the individual posters target specific audiences
- promise of action / adventure pleasures through the depiction of chase, thrill, danger
- bright primary colours which are upbeat and which appeal to children
- the recognisable Lego brand, a prestige brand loved the world over by adults and children alike
- the 3D effect of the Lego logo
- the humour of 'Assembling'
- the appeal of Emmet the underdog, the unstereotypical hero to children as the 'nobody who saved everybody'
- each individual poster makes a specific appeal by identifying the famous actors voicing characters such as Elizabeth Banks as Wyldstyle, Chris Pratt as Emmet, Morgan Freeman as Vitruvius, Will Ferrell as Lord Business.
We view part of the Lego Movie Video Game walk-through and identify what pleasures it offers audiences using Blumler and Katz's theoretical framework: audiences use media to gratify their needs.
PREP Watch the ad break again and write up a post that explains how the ad break works. What is its purpose? How does it appeal to audiences? Was it successful?
