LEGO MOVIE POSTER CAMPAIGN

 PREP You all have a handout with the individual character posters and the ensemble poster.

Analyse how gender has been represented in The Lego Movie poster campaign. Use the written handout to help you answer this exam question (10 marks). 

In the Lego movies ensemble poster, there are many more male characters than female characters, showing this movie will have a stereotypically higher valuation of masculinity over femininity. The movie genre is action which typically has a wider male audience, which is shown in the male dominant poster. Female characters such as Wild style can be seen running and looking brave and prepared in the poster. This is an anti-stereotypical depiction of women, because women aren't usually seen as the brave, strong character. this encourages more equal gender representations. The older character, Vitruvius, is presented as stereotypically male, shown in his long white beard, and long white hair, the stereotype of an old wise man is reflecting stereotypes of masculinity in in a wiser society. in many of Emmets posters, Emmet looks scared, and panicked, this shows his vulnerability despite his traditionally masculine builders outfit, which is anti-stereotypical, usually the hero is a strong, brave male.

LEGO REGULATION

 Task 3: Go to the BBFC site and research age ratings. Why was The Lego Movie (2014) given a U rating? You need to click on the Ratings info

  

Go to the PEGI site and research what age ratings are about. Why is The Lego Movie video game classification 7+?

The age ratings are U, PG, 12, 12A, 15 and 18. U is suitable for all ages, PG is suitable for all ages with parental guidance, 12 is suitable for ages 12 and above, 12A is suitable for ages 12 and above, but also for under 12s if they're with their parents, and if they think its suitable for their children. 15 is suitable for 15s and above, 18s are suitable for 18s and above.

The Lego movie was rated a U, meaning that its suitable for all ages. It is rated a U because they have very mild words, like darn, and are suitable to say in front of children. there is some fighting in the movie snc they punch and kick each other, and sometimes they're heads fall off, but since they are Lego and not real people it's still suitable and won't scare the children.

LEGO INDUSTRY

 Franchise- a joint venture between a franchiser and a franchise, for instance the Lego industry is a very big franchise.

synergy- business mergers, combining or creating compatible product lines. the Lego movie uses synergy through linked products such as batman from DC comics.

tent-pole production- a major motion picture which is expensive to produce, the Lego movie is very successful, and must start at a large budget, as well as tie in other projects and sponsor brands.

ensemble cast- a diverse cast

conglomerate- a corporation made up of several different, independent businesses, and own a number of different companies.

vertical integration- a strategy that allows a company to streamline its operations by taking direct ownership of various stages of its production process. So TT fusion, owned by Warnes Bros, makes the video game (animations, soundtrack etc) while Warner Bros distributes the product to audiences. 

LEGO TRAILER

 Task 1: how does Emmet come across? How effective would this trailer be in promoting the film? 

emmet is portrayed as an ordinary, chill guy, he's not assertive and he's pushed around like paying 37 dollars for coffee and wouldn't challenge him, he's a people pleaser. He doesn't have any special qualities like a hero would. but because Wild style tells him he's the chosen one he steps up and takes the challenge, and he deepens his voice to try and seem more manly and heroic. Emmet isn't very strong like a typical hero, because he could only do three star jumps and when he does them he struggles. he's not very agile, a typical hero are quick on their feet but he falls in the first hole. he's not very brave because when he's swerving on the back of the motorbike, he's very scared and he's not the one driving because he's not a typical hero who is good with cars and motorbikes. 

this trailer is very effective because it shows the theme of it, it shows us its a comedy. it shows a light cheery film through comedy and no dark themes which gives the audience sense of escapism. in the trailer there is a child like song in it showing that its a family friendly movie. 

emmet is a really good protagonist because it shows that any ordinary person can step up and be a hero. intertitles