The Lego Movie

Definition

The Lego Movie is a 2014 animated film that creatively integrates the popular Lego toy brand into its narrative, showcasing a world made entirely of Lego bricks. This film not only entertains audiences with its humor and adventure but also serves as a prime example of how branded entertainment can effectively connect product identity with storytelling. By doing this, it showcases how brands can engage consumers by embedding products into captivating narratives that resonate with both children and adults.

5 Must Know Facts For Your Next Test

1. The Lego Movie was produced by Warner Bros. Animation and became a commercial success, grossing over $468 million worldwide.
2. The film features an original story that involves the character Emmet Brickowski, who is mistakenly identified as the 'Special' and must save the Lego universe from Lord Business.
3. Its unique animation style, which mimics stop-motion effects while being computer-generated, contributed to its distinct visual appeal.
4. The Lego Movie received critical acclaim for its clever writing, humor, and ability to appeal to both children and adults, leading to several spin-offs and sequels.
5. The film effectively highlights themes of creativity and individuality, promoting the message that anyone can be a hero in their own story.

Review Questions

• How does The Lego Movie exemplify the concept of branded entertainment?
  • The Lego Movie exemplifies branded entertainment by seamlessly incorporating the Lego brand into its storyline while maintaining engaging content. The film centers around Lego characters and worlds, utilizing the brand's product in ways that resonate with viewers. This integration allows for a narrative that not only entertains but also reinforces brand identity, making it a successful case of leveraging entertainment to enhance brand visibility.
• Discuss how The Lego Movie uses product placement to create a cohesive narrative experience.
  • The Lego Movie employs product placement by embedding various Lego sets and characters into its storyline without feeling forced. Instead of merely showcasing products, the film builds an entire world around the Lego brand, making the toys integral to character development and plot progression. This organic incorporation not only enhances viewer engagement but also showcases how effective product placement can create memorable narratives that resonate with audiences.
• Evaluate the impact of The Lego Movie on both the brand's image and the broader landscape of animated films.
  • The Lego Movie significantly improved the brand's image by transforming public perception from just a toy manufacturer to a creative storytelling powerhouse. It set a new standard in animated films by showcasing how branded entertainment can effectively blend humor with meaningful messages. The success of The Lego Movie has encouraged other brands to explore similar strategies in film-making, ultimately influencing the broader landscape of animated films by prioritizing narrative depth alongside product promotion.

Related terms

Branded Entertainment: A form of marketing that blends advertising and entertainment, where brands are integrated into the content itself to create a seamless experience for the audience.

Product Placement:

The strategic integration of branded products within movies, TV shows, or other media to promote the brand in a subtle and organic manner.

Transmedia Storytelling: An approach to storytelling that unfolds across multiple platforms, creating a more immersive experience for audiences while promoting brand engagement.