The Lego Movie

Lego Movie: Marketing, Magic, or Both?


I’ve talked to a few people about the recent film “The Lego Movie” and it seems like it is either a love it or hate it reaction from most people. The friends I have talked to seem to think it either the movie is fantastic or it is a complete and total waste of time. I myself have seen the movie twice in 3D and feel shamelessly that no time at all was wasted. Due to this I decided to delve a little deeper, simply out of curiosity, and find out why they did not want to give the movie a chance. I expected the reasoning to be something simple like “The film seems childish.” Or “I am an adult, I no longer watch cartoons and/or experience joy.” And that’s fine, animation is not for everyone, but surprisingly I found that most people did not think the movie was going to be good because they assumed it would be just a massive ad for Legos, to get their product sales up. I myself began to wonder if that was true, could Lego have paid for this film solely for marketing purposes? It is possible, they have the money, and they have made multimedia products before. There are various short Lego based cartoons and just a bundle of Lego spin off video games. Usually things like that do not turn out well, we can look at the Google branded film The Internship as evidence of that. It roles in with less than stellar reviews, The Lego Movie experienced fantastic critic success. Though I do doubt the movie was a simple PR stunt, and I think most people who see it would agree, it is also hard to believe the film did not appeal to the company in a business sense. Which would seem semi-ironic given the plot of the story seems to be almost anti-business. The movie would revitalize their market in younger minds, as youth tend to be heavily formed by the media. It may be especially powerful in this case because the product emphasized is something most parents are probably familiar with. I do not think we have heard the last of this either, information has been released about planned Lego Movie sequels, so there are more to come. It will be interesting to see in the movies become more degraded and weighted in product placement or if they remain more story based.


The Lego Movie (2014) – IMDb. (n.d.). Retrieved from

The Internship (2013) – IMDb. (n.d.). Retrieved from

‘The LEGO Movie’ Sequel Moves Forward With Director Chris McKay. (n.d.). Retrieved from


The LEGO Movie Reviews – Metacritic. (n.d.). Retrieved from

4 thoughts on “The Lego Movie

  1. I really want to see this movie! I know it’s gotten great reviews on Rotten Tomatoes, the critics love it. I’m surprised you didn’t mention the Transformers series which is sponsored by Hasbro.


  2. My nieces loved this movie! I personally believe that this marketing strategy is genius. Making a movie that audiences love sparks engagement and a deeper connection with the products. This is what it takes to make it in the marketing world today. A simple ad on TV or in the paper doesn’t cut it anymore.


Leave a Reply

Please log in using one of these methods to post your comment: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s