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.

Congrats to Kristine, the creator of these awesome lemon-flavored LEGO cake pops, and our new #LEGOFanoftheWeek! pic.twitter.com/50szSf58zu

— The LEGO Movie (@TheLEGOMovie) September 6, 2013

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.