Knowledge organiser: Lego Marketing Campaign Posters, trailer and video game INDUSTRY AUDIENCE: children, LEGO fans and parents of the children who have grown up with LEGO. Keywords: WARNER BROS produced and distributed The Lego Movie o Trailer targeted a range of audiences as it aired during prime-time Sunday night ITV ( 6 million viewers) Convergence Released 14th February 2014 o Trailer was so unusual that it trended on social media and was viewed a million times a week on Narrative TT FUSION: produced The Lego Movie video game Released YouTube. Tentpole February 2014, owned by Warner Bros o Promotional campaign targets a range of audiences - family friendly; DC Heroes for older audiences Synergy REGULATION: Morgan Freeman as older character; advertising linked to Premier Inn, British Heart Foundation, BT and Active/passive BBFC: (British Board of Film Classification) gave The confused.com; Lego Minifigures; range of characters Audience Lego Movie a U rating Columns Uses and Gratifications VSC (Video Standards Council) use PEGI (n Pan Franchise 1. Personal Identity –some audiences may identify with certain figures in the media, seeing them as role European Game Regulation) The Lego Movie video game Image was given a 7 + rating models and aspiring to be like them e.g. we may identify with Emmet, the underdog hero/ normal Promotion ASA ( Advertising Standards Authority) ensures audio- member of society who can make an impact on the world. Parents enjoyed original Lego construction Conglomerate visual and print adverts meet acceptable standards) sets introduce children to brand Regulation 2. Entertainment – enjoyment of escaping the ‘real world’ for a while and going into the fictional world Vertical integration Background: of a film or game of the film. Enjoyment of a final, happy resolution of narrative. Production 1949 Danish Brand is one of world’s leading brands; with 3. Surveillance/Information – we often watch movies and play games to gain information / an Distribution sales falling in 2003, they decided to branch into the film understanding of the world around us. Children can see that individuals can make a difference to the Platform industry and launch a film with Warner Bros. and a video world through their actions. game with TT Fusion. All companies benefitted and profits 4. Social interaction / personal relationships- the video game can be played across different platforms- for the Lego toy company were boosted. single and multi-player and people discuss the game in online forums. Bonding over Lego as a family.

REPRESENTATION: the posters

Male/female Superheroes Ethnicity and old age CONTEXTS: (gender) representation (Vetruvius) - Todorov’s narrative structure – final positive resolution. Good Vs Evil. - McDonalds’ Happy Meals February 2014 to coincide with release. Emmet as the ‘ordinary’ Batman, Green Male and aging, - The Lego Movie video game released on various platforms and less traditional hero. Lantern,Wonder Vetruvius is clearly a - Vertical integration of WB allows synergy of production, distribution and circulation. Looks scared. TV Ad break woman etc non-white character MEDIA LANGUAGE: shouts ‘I want to go home’ but is seen as wise - colour palette /layout/use of well-known actors at top of posters during high speed chase. Warner Bros also and the key to - Clear genre codes of action-adventure movie e.g. Mise en scene of facial expressions and body language of owns the copyright on knowledge – a fleeing danger. Heroes and villains are evident by clothing and expressions Wildstyle is an example of a Dumbledore and positive stereotype - The video game shows hybridity by combining puzzle aspects/platforms and completing missions both stereotypical female Gandalf – popular usually reserved for - Iconography of action-adventure with weaponry and high-rise urban settings and also a post-feminist additions to the cast white characters counter stereotype as she of characters - Primary colours to attract children ( primary audience) is more independent than - Close up shots create personal relationship with characters, establishing shots to help audience understand some of the male setting; low angle shot of Vitruvius and Wyldstyle to show their power as we look up at them. characters but does ‘fall - NARRATIVE: Todorov’s narrative theory (structure) , Propp’s Spheres of Action (Chracters); Binary for’ Batman opposition (Good Vs Evil)

ACTION GENRE CODES

Male dominated characters

Males play roles of hero and villain

Hero goes to face the danger to save everyone

Female often needs to be saved or is the ‘prize’ for the hero completing the mission.

Hero is strong and confident

Expect key iconography such as weapons, car chases, explosions.

Superhero character would be the lead roles