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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