Wednesday 23 April 2014

4. How are representations constructed across the 3 platforms?

How are characters/stars in the film represented in?
Emmet Brickowski is the main protagonist of The LEGO Movie in 2014, and appears in sets based on the movie. He is voiced by Chris Pratt in the film and by Keith Ferguson in the video game adaption.Emmet wears an orange and blue construction vest and pants lined with silver on the legs, back, and front. There are two pockets on his vest, one of them containing a blue pen. On his left leg is an ID badge with a small bio (portrayed by three black bars), an image of Emmet, and his name written in white above the bio. His hair is medium brown with ripples molded into it and a little bit of hair sticking out of the back. To fit the Piece of Resistance on Emmet's back, a neck bracket is placed around his neck and the Piece is attached via a stud hole on the back.Emmet has been working most of his life on the construction site as an instruction worker in the city of Bricksburg. He longs to be popular, but his co-workers hardly notice he's there. He lives life by the book--literally--and builds things only from the instructions. Because of this, however, he is mostly boring and uncreative, except for at some moment of inspiration, like his inventing the "double decker couch". He is not a fan of adventure or danger either both of which give him reason for "freaking out".

 This is a description about Emmet Brickowski taken from LEGO.com. 
"An ordinary, rules-following, perfectly average LEGO minifigure who is mistakenly identified as the most extraordinary person and the key to saving the world. He is drafted into a fellowship of strangers on an epic quest to stop an evil tyrant, a journey for which Emmet is hopelessly and hilariously underprepared."

 I think that the writers are trying to make Emmet sound as boring as they can, but they make him fun to watch  just by the way of his attitude. The audience will look and feel that this guys crazy and then they would want more especially from watching the trailer.  
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3. How do audiences access the text across the 3 platforms?

Who are the film’s target audience(s) and how do you know?
How is the film promoted to its target audience(s) through:


Overall, it was the second largest February opening in history trailing only the $83.8M of The Passion of the Christ from ten years ago. It was also the third best animated debut outside of summer following The Incredibles ($70.5M in November 2004) and The Lorax ($70.2M in March 2012). LEGO proved that audiences can come out to the multiplexes in huge numbers at any point of the year as long as there is a compelling film that people really want to experience.
Based on the popular toy blocks which have been around for generations, LEGO benefited from a brand that is loved by audiences of all ages and so it played beyond just a kid crowd. Plus reviews were positive across the board and the marketing machine had been pushing the toon for months. Appeal was broad with teens and young adults also taking interest in the witty humor.
Studio research showed that the PG-rated film skewed 55% male and 59% were over 18. Ticket buyers liked what they paid for with the CinemaScore grade being an encouraging A. With strong reviews, positive word-of-mouth, and the Presidents Day holiday coming up next week, the future looks bright forThe LEGO Movie which might be able to make it to the quarter-billion mark in North America alone. Fans opted more for the standard 2D option at regular prices as higher-priced 3D screens accounted for only 35% of the gross.
Summer is the main time for A-list animated features to come out. Otherwise, the Thanksgiving and Easter holiday months will be used to launch major toons too, but until now, the biggest animated opening in February had been Gnomeo & Juliet with $25.4M. LEGO opened almost three times larger so it truly was an exceptional performance.
A lack of competition also worked in its favor. Though The Nut Job has done respectable business, there really has been no animated blockbuster for families to rally behind since Frozen which opened nearly three months ago. Studios programmed too few toon options this winter and LEGO took full advantage. It also opened to an estimated $18.1M from 34 international markets this weekend including Mexico, Spain, and Brazil. The U.K. opens next weekend with many more key markets to follow throughout the spring.

The chance to build your own LEGO minifigure. Here you can make your wildest dreams come true and become a true life LEGO person.
And here’s the finished product…
You can download this as a custom film poster, desktop background or social avatar, but best of all, you can unlock your specially designed character as a playable minifigure in the forthcoming LEGO Movie computer game.
The LEGO Movie also shares its follower’s photographs in a ‘fan of the week’ showcase.
They don’t have to do this, they’re just clearly excited to be in a LEGO Movie.
As a lifelong LEGO fan, the Twitter feed is a pleasure to follow and uses the relationship built up with its fans over the decades in a responsible, entertaining and relevant way.

On the LEGO Movie Facebook page, LEGO is sharing the photographs its followers have taken of themselves with the LEGO Movie stands found in cinemas around the country. Ass you can see a lot of these people are kids all who want are excited from the stand and can't wait.

When the The Lego Movie videogame advert came on TV kids were really into it and even YouTubers got the hype as there young male audience asked The Lego Movie Let's Play.


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1. Film Media in context


  • How does the industry promote the film to audiences using:
  • Print media?
  • Broadcast media (TV/Radio/DVD)?
  • E-Media?


Picking up hundreds of Lego pieces after a messy child is a familiar scenario to most parents, but mothers and fathers must be feeling a little grateful towards the Danish toy company at the moment. The Lego Movie, which is released in February, is currently the must-see family film, and a guaranteed way to get a couple of hour's peace.And the marketing team behind the film are going all out with promoting it. On Sunday night, during ITV's Dancing on Ice, Lego took over an entire ad break, and put out a series of well-known commercials that had been remade with the famous plastic figurines. The charming three-and-a-half minutes saw ads from the British Heart Foundation, Confused.com, BT and Premier Inn replicated using Lego figures, including the original soundtracks, for a one-off special.

Viewers flocked to social media to praise the Lego-fied commercial break. Despite it essentially being advertising within advertising, it seemed that the public struggled to be cynical about such a wonderfully executed concept.

The idea came from the media agency PHD, which worked alongside Warner Bros, ITV and its sister agency Drum. The ads were created by ITN Productions and Bricksports, a company that recreates major sporting events such as the Super Bowl and the Olympics with Lego. The brands featured paid for the ads to be made. One can only imagine how much of a headache it was to get all the businesses involved to sign everything off.

The Lego Movie might feature Abraham Lincoln and Batman as plastic figurines, but this ad montage boasted Lego recreations of Vinnie Jones (British Heart Foundation) and Lenny Henry (Premier Inn). And all the more endearing it was for it.
"To support the launch of a movie in which the whole world is made of Lego, we came up with the idea of transporting ITV viewers there," said David Wilding, the head of planning at PHD. "It's a testament to the strength of the idea, just how much passion, energy and sheer enthusiasm every partner in this project has put in."
The UK team behind The Lego Movie, which follows ordinary Lego construction worker Emmet as he is dragged in to a quest to stop an evil tyrant, must be hoping to repeat the success it has enjoyed in the US. It opened there at the weekend with a box office taking of $69.1m (£42.1m), the second biggest February opening of all time.

Another grand idea by a marketing bod cooked up to support the movie was to put on an exhibition called The Art of the Brick at Discovery, a museum in New York's Times Square. The impressive Lego sculptures by artist Nathan Sawaya (known as the Michelangelo of Lego), who gave up a career as a corporate lawyer to play with bricks, have also been getting plenty of attention online. Sawaya's work is just the latest thing to highlight the versatility of Lego, which, despite harking back to playtime in a pre-PlayStation age, achieved revenues of $4bn (£2.4bn) in 2012.

Most recently, the Danish company partnered with Google to create virtual Lego which can be built online. Naturally, many pointed out that this completely defeated the educational benefits of learning how to construct with Lego. But perhaps the app, called Build with Chrome, isn't exactly aimed at the little ones. After all, a breakdown of The Lego Movie's weekend audience in the US showed that 59 per cent of the ticket holders were over 18. These adult Lego-lovers might be embarrassed to own an actual set, but they're probably the ones constructing virtual cargo planes online during their lunch break.
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Tuesday 22 April 2014

2. How are texts in the three platforms constructed?


How is the film promoted through?
  • Print?
  • Broadcasting (TV/Radio/DVD)?
  • E-Media?

In broadcast one of the ways they promoted the film was that in chat shows when Chris Pratt (lead role) would give something or Lego would do something extra. Example, In “Good Moring America” the whole set was made out of Legos including the cups. “Good Moring America” is a American morning television show which goes live on air every weekday at 7:00AM.  Good Morning America is the only morning news show to have an audience on set; fans looking to secure one of the 100 standing-room spots can make free online reservations at least a week before the desired taping. Another Example was when Chris Pratt presents an amazing Gift to the new host of The Tonight Show starring Jimmy Fallon. Lego and Chris Pratt gave Jimmy Fallon a plack of the logo of the show but it was made all out of Lego.  I think I can apply this to the hypermedic theory because it just injects you with Lego fever.  The appearance of Chirs Pratt on The tonight show did help help reach out to a older audience because of the time slot of the tonight show, which starts at 11:34pm and finishes at 12:36pm.

On the LEGO Movie Facebook page, LEGO is sharing the photographs its followers have taken of themselves with the LEGO Movie stands found in cinemas around the country.
The LEGO Movie Facebook also runs a ‘fan of the week’ competition.
This is a specifically built interface where the user can load photos directly on to the Facebook page through an app. Followers can then vote with 'likes' to pick the winner. You can also upload photos on to Instagram using the #LEGOfanoftheweek hashtag.

Twitter

My attention was first drawn to The LEGO Movie’s Twitter campaign yesterday when my film journalist friend tweeted this: 
This followed his comment:
The LEGO Movie has its ears to the ground, and is quick to engage. The tweet comes from The Lego Movie UK account, but as it's only a very nascent account this shows a soft, subtle approach to marketing
The USA based LEGO Movie Twitter account has 11,025 followers, which is still relatively few, considering the comparable Thor: The Dark World account has 96,025 followers. That film has been released for a week now and has therefore reached the peak of its marketing push. So what is LEGO offering in its tweets?
The chance to build your own LEGO minifigure. Here you can make your wildest dreams come true and become a true life LEGO person.
Here’s me halfway through the build. I don’t have any trousers on.
And here’s the finished product…
You can download this as a custom film poster, desktop background or social avatar, but best of all, you can unlock your specially designed character as a playable minifigure in the forthcoming LEGO Movie computer game.
The LEGO Movie also shares its follower’s photographs in a ‘fan of the week’ showcase.
There’s also a palpable sense of joy coming from the stars of the film, who often tweet links and join in conversations with the LEGO Movie account. 
They don’t have to do this, they’re just clearly excited to be in a LEGO Movie.
As a lifelong LEGO fan, the Twitter feed is a pleasure to follow and uses the relationship built up with its fans over the decades in a responsible, entertaining and relevant way.
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