The Lego Movie had a budget of $60 million and grossed $468.1 million globally. It opened at number one in North America during its first weekend, grossing over $69 million which was the second highest February debut. The film's marketing strategy involved taking over entire television advertising breaks to showcase remakes of real ads using Lego models. The film also had a strong online presence through its website, social media accounts and YouTube channel, as well as generating additional publicity through fan-made Lego trailers of other movies. Merchandise included Lego sets of characters, collectible figures, special cups from McDonald's Happy Meals, and a Lego Movie watch.

1. The Lego Movie
By: James Eagle
The Lego Movie Poster
General Facts:
IMDB user rating: 8.2
Rotten Tomatoes rating: 96%
Warner Bros released The Lego Movie in the UK on the
first weekend of the half term. They used previews
before this, on the 7th and 8th of February to build
excitement for the films release.

2. Trailer

3. Budget and Box Office
• Budget: $60 Million
• Box Office $468.1 million
• Opening weekend: In North America, the film opened at number one
in its first weekend with over $69 million. Which was the second
highest weekend debut in February.

4. Marketing
• The Lego Movies marketing strategy has been very large and simple because Lego
has a great online strategy and customer community.
• ITV turned over an entire advert break during its Sunday night edition of Dancing
on Ice to LEGO, during which adverts from BT, Confused.com and Premier Inn
were remade with LEGO models.
• Examples of The Lego Movie’s marketing campaign can be seen below:

5. Marketing
• The Lego Movie took over a whole advert
break in between Dancing On Ice on ITV on
a Saturday night. Real adverts such as
Premier Inn and Confused.com were all
made using Lego.
• In between the real adverts there were
brief flashes of Lego Movie posters and
exclusives. The whole advert break was
uploaded to YouTube and gained many
views and shares on social media.
Lego Movie advert in Toxic Magazine

6. Online Presence
The Lego Movie Website:
On the Lego Movie website there are
many games. Such as SigFig which allows
people to create their own Lego
character.
The Lego Movie Social Media:
The Lego Movie has accounts on both Twitter
and Facebook.
There is an official YouTube account for The Lego
Move. However there have been many trailers
of different films, using Lego made by fans.

7. Online Presence
Below the line marketing:
• Many fans made trailers of popular films such as fifty shades of grey out of Lego.
• They have not been removed for infringing copyright as it has made a positive
contribution to sales of The Lego Movie.
• It has also contributed to the longevity of the movie as different Lego trailers of
new films keep appearing long after the Lego Movie was released

8. Online Presence
• Below the line marketing: Even this month fans are still making
parodies of events in the style of The Lego Movie. One fan recreated
Steven Gerrard’s sending off, which was later posted on the Guardian
and the Bleacher Report. This kind of publicity is the main reason for
The Lego Movie’s longevity.

9. Merchandise
The main form of merchandise for
The Lego Movie is Lego models
based on characters.
However there were also
collectable figures released.
The Lego Movie
Watch

10. Merchandise
The Lego Movie produced special cups which were given away
with all happy meals in McDonald’s. There was even an advert
made to show the Lego Movie happy meals:

11. Exhibition and Exchange
Big Six Production
Companies