The LEGO Movie – MarketingBy Stefano Towell

The Lego Movie released on the 4th February 2014 has been a huge box office success earning over $278M in revenue with a budget of $60M. One of the main reasons for its success is it marketing campaign letting millions of people all over the world understanding what the film is about.

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Intro

Marketing techniques

Lego has created its own website for the Lego Movie which lets millions of people on the internet interact which the movie with items such as creating your own character, giving story line plots and watching extended videos. This technique has been used by many film producers in the past and present day and has been proved successful. Lego has recorded a further $60M profit in the past week owing itself to the website. Another item that the LEGO Movie has gone ahead with is the release of its own video game for release on all modern consoles which has also rocketed their profits further. All of these techniques that lets the audience interact with the movie in some way has shown to be very popular and well received.

Lego’s marketing campaign would have produced probably half of the films booming profits as it has raised awareness to audiences across the world with interactive items that would draw them in. Studies have shown that audiences prefer when they can be involved within a film or performance and LEGO have shown to do just that with items including their own website promoting the film to be exciting and fun. Here is a link to their website http://www.thelegomovie.com/

Synergy

Companies often like to link themselves with popular films to create awareness. For instance, McDonalds linked with The Lego Movie with creating toys for children in their happy meals which may persuade more people, especially families to go and see the upcoming movie. Synergy is key for success for both companies.

Social Networking

Companies love to use social networking as advertising as its free and reaches millions all over the internet. In this situation The creators of the Lego Movie would use social networking sites such as Twitter, Facebook and Instagram to get to their audiences and to raise awareness of it.