Promoting Media Revision Wk3

Promoting Media Revision Wk3

• Explain why the TV advertising campaign for The Lego Movie was so successful:

One way that The Lego Movie TV advert was successful is because it was first aired on peak time TV on the ITV channel. This helped it become successful because people of all ages were watching the TV, so the movie could show the advert to all people of their target audience. The advert was shown 5 days before release, during Dancing on Ice at 7:27PM on Sunday 9th February 2014, where many people were watching and the movie could be advertised to all types of people.

Another way the movie's TV advert was successful was because it was a world first advert - it was entirely made of Lego. The advert was introduced with an announcement saying "We've assembled a very special ad break" - the word 'assembled' relates to the movie, as Lego is assembled to make things. The advert then started with remakes of old adverts such as the British Heart Foundation, Confused.com, BT and Premier Inn but made out of Lego. Between each remake, a 2 second sting of each character and title appeared. It then finished by playing the actual Lego Movie advert, which was a short preview of the film. This made it successful because it was a world first advert, it had never been done before and all aspects of the film's target audience would like it for different reasons; adults because they will recognise the old adverts that are now in Lego form, and children and young cinema goers because they will be interested in the new Lego Movie.

The Lego Movie was successful because of its TV advert and how 'mad' the media went for it after it was shown. The advert reached 6 million people on ITV, and was then uploaded to YouTube after its first airing, and reached 1.1 million people in 1 week. The advert was so successful, that it was written about by over 60 publications, and #TheLegoMovie tweets increased by 5x after the advert was shown. The film's advert reached Number 1 in the UK box office charts, so it was the best performing film of not only kids movies, but of any movie of any kind.

• Explain what 'synergy' is in marketing:

In marketing, synergy is the simultaneous release of different products to promote both.

• Explain how The Lego Movie used synergy to promote the movie:

The Lego Movie used synergy to promote both The Lego Movie and The Lego Movie Video Game. The Lego Movie also released clothing, bags, 16 collectible mini figures, 17 Lego world sets, sticker and activity books, school supplies and its own Happy Meal at McDonalds, however the Lego Movie Video Game is the main example. All of these help to promote the movie because it can be seen by more people who may have not seen the film yet, and when they see the products they might want to watch the film.

• Explain why a film company would want to release a video game to tie in with a film:

The release of a video game allows for the extended marketing of the film, which helps strengthen the brand image so that more people are aware of both the film and the video game. Releasing a video game along with a film offers opportunities for fans to extend their enjoyment of the film by playing the game - this also helps the hype of the film stay around for longer. Releasing a video game with a film helps to exploit the success of the film, and allows it to become a more diversified media conglomerate.