Lego Movie Analysis

Question 1

Why was the Lego movie awarding a ‘U’ certificate?

Answer 1

Contains mild fantasy violence and very mild language

Question 2

What is the target demographic for the Lego Movie?

Answer 2

young children

Question 3

Vertical Integration

Answer 3

Single company controls the production and the supply of a product

Question 4

Who was the developer of the Lego Movie Video Game?

Answer 4

TT Fusion

Question 5

Why did Warner Bro buy TT Fusion?

Answer 5

capitalise the success of the film
more profitable

Question 6

Which platforms was the Lego movie released?

Answer 6

PlayStation 3
PlayStation 4
Nintendo 3DS
Microsoft Windows
Xbox One

Question 7

Example of entertainment in the Lego Movie:

Answer 7

Narrative/ plot is appealing
Fantasy world, glimpse of Emmet’s life
Emmet is seen as ‘regular’
Emmet challenges Lord Business
Genre Hybridity: action -packed and humour

Question 8

Example of entertainment in the Video Game:

Answer 8

Players take the role of the characters
Construct objects either as Regular Builder or Master Builders
Game progressively becomes challenging

Question 9

Example of personal identity in the Lego Movie:

Answer 9

May identify with Emmet as he is represented as ‘normal’, everyday member of society
However, makes an incredible difference to the world they live in

Question 10

Example of personal identity in the video game:

Answer 10

May identify with the themes of the game
Good vs Evil
Quest to defeat Lord Business

Question 11

Example of social interaction in the Lego Movie?

Answer 11

Maintain personal relationships
Bring together young and older audiences’ interest in Lego

Question 12

Example of social interaction in the video game?

Answer 12

Played across a variety of platforms
Multiplayer is an opportunity for social interaction
Discuss game in online forums

Question 13

Example of surveillance in the Lego Movie?

Answer 13

Offer children information that everyone can make an impact on society

Question 14

Example of surveillance in the Video Game:

Answer 14

Villans can be defeated by ordinary people if they think for themselves

Question 15

Describe the poster campaign of the Lego Movie?

Answer 15

Features genre conventions of a family, friendly, action, adventure film

Question 16

How is misc-en-scene presented in the poster campaign?

Answer 16

Bright colour palette
Characters running from comic danger
Yonger audience may be familiar with Lego toys and video games.

Question 17

How is the poster campaign appealing to older audiences?

Answer 17

Including Batman as older audiences have grown up with this classic superhero
Vitruvius is voiced by Morgan Freeman who may help to target older audiences who are familiar with his work.
Brands such as Premier Inn, confused.com may be familiar to them

Question 18

Describe the Lego Movie Poster?

Answer 18

Traditional Lego brick immediately appeal to the younger audience
Words of the title are suspended from a crane/ ‘under Constuction’
Younger audience would be familiar with construction/building

Question 19

How is misc-en-scene presented in the Lego Movie Poster?

Answer 19

Bright colour palette appeals to a younger audience
Main protagonist is centred on the poster, recognisable face and is symbolic of Lego mini-figures which also appeals to Lego audiences

Question 20

How is Emmett presented in the Lego Movie Poster?

Answer 20

Facial expression implies a sense of panic, foreshadow an action-packed adventure film, also the characters are running from comic danger

Question 21

How is genre hybridity explored in the Lego Movie poster?

Answer 21

Action adventure and superhero genres
Superheroes such as Batman, Superman with the iconography such as weaponry and explosions.
Mix of genres appeals to a wider audience and is appealing

Question 22

How is Emmett represented?

Answer 22

Main male protagonist
Transition from an ordinary builder to a hero who saves the world from drastic change
The campaign poster supports the stereotypical gendered expectations of how men are the dominant gender
‘The story of a nobody who saved everybody’
Emett’s facial expression implies terror/fear

Emmett is running away from danger can be seen as challenging gender stereotypes.

Question 23

How is Wyldstyle represented?

Answer 23

Presented as a strong, independent character who is seen as an equal, even a superior
Love interest of Batman who connotes hyper- masculinity
Seen as a flirtations character when with Batman however is dismissive towards Emett who is emasculated

Question 24

How is Vitruvius presented?

Answer 24

Challenges the stereotype of how older generation are grumpy and are not capable

Described as a wise and noble wizard who advise Emett throughout the film

Question 25

How is President Business presented?

Answer 25

Seen as a hyper-masculinity character
Furious facial expressions and intimidating costume
Physical dominance among the other characters is also conveyed
Contrasts to Emett who is weak, powerless and vulnerable. Emmet subverts gender conventions however President Business supports/reinforces toxic masculinity.

Question 26

Why do you think they chose Morgan Freeman to voice one of the characters?

Answer 26

appeal to a worldwide audience (black actor,
also, is well-known so may be trying to attract a massive audience

Question 27

Analyse the Representation in the BHF ad:

Answer 27

ad reinforces ‘hard man’/ hyper-masculinity genre codes by framing Vinnie Jones in the centre of the frame which may imply the significance/domination of him in the ad

non-diegetic ‘staying alive’ music used in the ad break reinforces comedy genre codes and helps appeal to a family audience,
juxtaposes with Jone’s ‘hard image’ which may position the audience to soften their impression of Vinny Jones

Question 28

What does the grey colour palette imply?

Answer 28

conveys the realism of crime/noir- gangster films.

Question 29

Apply the uses and gratifications theory in the BHF ad:

Answer 29

the ad informs us how to save lives and perform CPR, so the audience responds to this media text as a way of gaining information and being educated in a humorous/comical way.

Question 30

Analyse the representations in the Premier Inn ad:

Answer 30

intertextual link to the original ad.
incorporating black actors in promoting the Lego movie will gain recognition and shows how the Hollywood industry is trying to appeal to a global audience.
extras in the add resemble the master builders in the Lego Movie which allows the audience to acknowledge the plot of the film while viewing the advert

Question 31

Target demographic for the Premier Inn ad:

Answer 31

mainly for families but primarily middle-class, ABC1 demographic who are keen on having a comfortable, convenient, and affordable stay.

Question 32

Analyse the representations in the BT ad:

Answer 32

romance and comedy genre codes.
saturated colours and high- key lighting provoke a sense youthfulness and brightness,

Question 33

Apply uses and gratifications theory in the BT ad:

Answer 33

audiences may identify with Emett as he is defined as an ordinary being who can make an incredible difference to the world they live in- they may find him aspirational.

Question 34

Target demographics for the BT ad:

Answer 34

young adult demographic and parents who want their kids to have broadband