LEGO Movie
TV advertising
TV trailers are more widespread then trailers because the mass audience find out about new films via the TV and will hopefully get intrigued and look into it more, which is when they see the main trailer/teaser trailer which displays more storyline.
Explain how the LEGO movie broke boundaries with brand marketing; how it targeted the different sections of their target audience; and whether it was successful or not.
The Lego Movie was released in 2014, February 14th grossing $257.8 million in the U.S. and Canada, and $210.3 million internationally, for a worldwide total of $469.1 million. Produced by the Warner Bros, written and directed by Phil Lord and Christopher Miller, the Lego Movie broke boundaries when it came to international marketing. They had released over twenty Lego sets, a website, scheduled events, a teaser poster every week throughout January, accessory packs, many adverts, a video game, trailers etc.
ITV also advertised the Lego movie five days before the launch, with a whole ad break made purely of lego bricks for the first time ever. The ad break contained four familiar and modern UK television ads – for the British Heart Foundation, Confused.com, BT and Premier Inn. To ensure that people made the link to The Lego Movie, between each ad segment, there was a 2 second clip of a character from the film with the Lego Movie logo next to them. This clearly worked well and achieved 6 million TV views, and 1.1 million YouTube views within a week.
This technique, however, was very smart and effective because it marketed to parents, grandparents and potentially children- however the least likely to be watching after Dancing on Ice.
Intertextuality
Google's meaning of Intertextuality- "the relationship
Intertextuality examples- Lego starbucks
Batman oil
joker computer game
matrix tetris
1984 lord of the rings
call of duty sherlock
matrix realms shakespeare
mermaids space adventure
barbie yeti
taco bell lighting (yellow glow in western scene)
wonder woman nba allstars cleopatra statue of liberty michaelangelo gandalf
millhouse superman green lantern weeping angel abraham lincoln ninja turtle star wars kraken PEE paragraphs on intertextuality:
How does the Lego Movie use intertextuality to represent different people in the target audience?
The Lego movie uses intertextuality to attract all target audiences of the film. The film is rated U which shows that it is mainly made for children. The primary target audience of the film is children 4-12, the secondary target audience is teenagers and also parents/grandparents that have to accompany their child when watching.
The film caters to teenagers by using many pop culture references like superheroes (Batman) and tv show characters (Weeping angel, first introduced to Doctor Who in 2007). This attracts teenagers because they're characters they've seen before in different films or shows of their own, which builds an immediate bond between the viewer and character, making them want to watch on to see their favourite character.
Adults are the secondary audience because they aren't generally interested in Lego anymore like children, they generally only watch because they have to accompany their child. Therefore, they use references to 70s-90s movies like The Matrix (1999), Clash of the Titans (1981)and Star Wars (first introduced in 1977) to capture and maintain the attention of that audience. There are also references to historical figures, for example: Shakespeare. Sometimes the film can use dirty humour to make adults laugh, which the children don't understand.
The movie caters to the child audience by using Lego as the main construct of the film. Children grow up playing with Lego, so they will instantly be intrigued and pleased to see animated versions of them. The film itself also follows many cliches which older audiences will already be accustomed to and bored of, but children are oblivious to the repetitive storyline and don't care as long as there's a lot of colour and action. Most of the humour in the film is very forced, which children can understand and find funny.
The fact that so a many products and films allowed their material to feature in the film isn't very surprising to me because a film that would get millions of views and gross millions, would be very good advertising for them. The intertextuality makes it a 'postmodernist' master piece, because it shows a historic snapshot of pop culture over the last 70 years, although critics argue the film is unoriginal, and is stealing content from other films- and follows all cliches of adventure films.
l/o: to research the progress, companies and regulators behind the film industry.
Conglomerate meaning- A company that owns large numbers of companies in various mass media including television, radio and publishing. Media conglomerates strive for policies that facilitate control of markets across the globe.
Ratings in order- U (universal)
PG (parental guidance)
PG 13
R
18
Big six hollywood studios- walt disney pictures, warner bros, 20th century fox, paramount pictures,columbia pictures,universal pictures
Who regulates films in the UK? The British Board of Film Classification
What two main companies produced the lego movie (2014)?
Warner bros, Lego
Who was the producer of the lego movie?
Dan Lin, Roy Lee
Who directed the lego movie?
Chris Miller, Phil Lord
How was the lego movie funded?
Half of the film's cost was financed by Village Roadshow Pictures
Who distributed the lego movie?
Warner Bros
Key: Green- above half/full, Orange-Around half, Red-Little/No marks
Section A: Music
1. Identify the regulator for radio in the UK.[1/1]
Ofcom
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2. Explain one way in which music videos use media language to differ from each other. Refer to one example of contrasting media language in two music videos you have studied to support your answer.[2/4]
Pairing: Wheatus- Teenage Dirtbag
Avril Lavigne- Sk8er Boi
You don't need to write about target audience if the question doesn't ask you to refer to the target audience.
You more have to write things about shot types, camera angles etc. Discuss techniques.
Discuss: Narrative, mise-en-scene, camerawork, editing, soundtrack.
Differences- Explain, example
Wheatus-Teenage Dirtbag, Avril Lavigne-Sk8er Boi
The documentary-style mostly hand-held camerawork, de-saturate colour and the fast-paced editing in Sk8er Boi contrasts with more controlled camerawork, saturated colour and slower-paced editing in Teenage Dirtbag. The linear narrative in Teenage Dirtbag follows the song, contrasting with that of Sk8er Boi which follows a more
Miss Busby Example-
Music videos use camerawork to differ from each other to reveal different moods and atmospheres in the music videos, they may choose to use naturalistic camera work to show the reality of a situation compared to using highly stylised camerawork to show a professional style.
In the music videos I have studied, a clear difference is seen in the use of media language, through abuse of pacing of camerawork. In Teenage Dirtbag, slow-paced, professional type camerawork is used to create a subdued and controlled effect, whereas in Sk8er Boi, fast-paced, hand-held camerawork is used to create a rebellious and teenage-like atmosphere for the viewer.
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3. Explain how and why producers of radio programmed target different audiences. Refer to the Radio 1 Live Lounge to support your answer. [5/10]
Miss Busby Example Answer-
Radio producers target different audience through the content of their radio programming, local radio stations are only available in FM in the local areas although some cane be accessed through an online presence. Local radio target specific audience through their coverage if local events, weather and advertisements of local business opportunities. Radio producers target particular audiences through their use of style and genre of a radio programme. This can be seen in the Radio 1 Live Lounge which uses and acoustic style to attract their audience along with a o=young presenter to attract a younger audience, This can be seen in the Harry Styles performance where he appeared and performed a current hit to attract a younger audience then he covered an older track by Fleetwood Mac which would appeal to an older wider audience especially in the acoustic side.
How target- methods
Why- advertisers or public service
E.g. Live Lounge
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4. Refer to Extract 1 in the Insert. Analyse the representation of musicians in Extract 1, which is from MOJO magazine.
On the cover of Mojo magazine we can see that the image has a serious tone, presented through the monotone colour scheme, along with the serious expression of the model. This serious, professional tone can attract a mature, adult audience, and also presents the magazine as a highly esteemed, respectable brand.
-analyse examples of how media language is used similarly and differently in extracts 1 and 2, whcih are from We Love Pop and MOJO magazine.
-make judgements and reach conclusions about whether there are more similarities due to genre conventions or not.
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5.Similar elements of media language
Different elements of media language
Use examples for each
State whether they are similar or different because of genre conventions or music type. Do they reflect magazine conventions or music conventions? Use examples to support.
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Section B: Promoting Media
6. Identify the organisation that 'age rates' films in the UK.[1/1]
BBFC
(Also: 'games rating authority' or 'the video standards council'- Age rates video games in UK)
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7. Explain two reasons why a film company would release a video game liked to a film[4/4]
2 reasons why they would release both film and video game, give reason and then explain it.
Answer [paraphrased] - add how in answer
Increased profit for conglomerate.
Strengthen brand.
Increase fan enjoyment.
Diversify the product so increase possibility of success.
Widen demographic.
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8.Explain at least two uses and gratifications of films using Blumler and Katz's theory. Refer to The Lego Movie to support your answer.[7/10]
Know the theory well-explain it (knowledge)
Apply theory to film(understanding)
Give specific examples from the film.
Do this twice for full marks.
Uses and gratification:
Entertainment:Pleasure and to escape the real world.
Personal Identity:Identity with characters in the film, role models.
Surveillance: Gain understanding of the world. E.g. news information
Social interaction/personal relations: Keep in touch via video game communities, or discuss the film with peers.
Example Answer:
Blumer and Katz stated that media products were there for the audience's entertainment, they were for pleasure and to escape the real world. This can be applied to the Lego Movie.......(pleasure- humour, escapism, provides a different world) We can see this specifically in the character/setting of.......(Emmet- funny, breaks conventions, he lives in a Lego world that he loves).
Blumer and Kats stated that media products were there for the audience's entertainment, they were for pleasure and to escape the real world. This can be applied to the Lego Movie through utilising identity to attract the target audience. This is done through the promotional poster, starring the main characters. Showing the main characters on the posters, meant that the audience may feel compelled to watch the film as they may resonate within the character. We especially see this in Emmet's poster, as we begin to understand his character (looking frantic and anxious), and we also see that he is wearing construction attire, presenting that he is a normal guy- which may attract a specific audience.
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9.Analyse how the promotional campaign for the lego movie targeted a family audience.[4/10]
In your answer you must also refer to relevant media contexts.
You should refer to: -The poster campaign
-The television advert
-Merchandise
-Social Media campaigns
1.Accurate analysis of how the campaign appealed to a family audience.
2.Mention to media contexts- genre hybridity-Lego and DC, post-feminism in promotion, globalisation
of product.
3.Full focus on the campaign element being analysed to target the audience representations.
1.Poster- Colour palette,lego figures-familiar to all, characters in the posters appeal to boys, girls and adults.
2.Global context of the actors- famous globally, attracts a wider audience.
3.Detailed analysis of representations created in the poster
L/o: to explore marketing and promotion of The Lego Movie; to link the methods to the target audience.
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