Lego Movie Analysis Flashcards
Why was the Lego movie awarding a ‘U’ certificate?
Contains mild fantasy violence and very mild language
What is the target demographic for the Lego Movie?
young children
Vertical Integration
Single company controls the production and the supply of a product
Who was the developer of the Lego Movie Video Game?
TT Fusion
Why did Warner Bro buy TT Fusion?
capitalise the success of the film
more profitable
Which platforms was the Lego movie released?
PlayStation 3
PlayStation 4
Nintendo 3DS
Microsoft Windows
Xbox One
Example of entertainment in the Lego Movie:
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
Example of entertainment in the Video Game:
Players take the role of the characters
Construct objects either as Regular Builder or Master Builders
Game progressively becomes challenging
Example of personal identity in the Lego Movie:
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
Example of personal identity in the video game:
May identify with the themes of the game
Good vs Evil
Quest to defeat Lord Business
Example of social interaction in the Lego Movie?
Maintain personal relationships
Bring together young and older audiences’ interest in Lego
Example of social interaction in the video game?
Played across a variety of platforms
Multiplayer is an opportunity for social interaction
Discuss game in online forums
Example of surveillance in the Lego Movie?
Offer children information that everyone can make an impact on society
Example of surveillance in the Video Game:
Villans can be defeated by ordinary people if they think for themselves
Describe the poster campaign of the Lego Movie?
Features genre conventions of a family, friendly, action, adventure film
How is misc-en-scene presented in the poster campaign?
Bright colour palette
Characters running from comic danger
Yonger audience may be familiar with Lego toys and video games.
How is the poster campaign appealing to older audiences?
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
Describe the Lego Movie Poster?
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
How is misc-en-scene presented in the Lego Movie Poster?
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
How is Emmett presented in the Lego Movie Poster?
Facial expression implies a sense of panic, foreshadow an action-packed adventure film, also the characters are running from comic danger
How is genre hybridity explored in the Lego Movie poster?
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
How is Emmett represented?
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.
How is Wyldstyle represented?
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
How is Vitruvius presented?
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
How is President Business presented?
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.
Why do you think they chose Morgan Freeman to voice one of the characters?
appeal to a worldwide audience (black actor,
also, is well-known so may be trying to attract a massive audience
Analyse the Representation in the BHF ad:
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
What does the grey colour palette imply?
conveys the realism of crime/noir- gangster films.
Apply the uses and gratifications theory in the BHF ad:
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.
Analyse the representations in the Premier Inn ad:
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
Target demographic for the Premier Inn ad:
mainly for families but primarily middle-class, ABC1 demographic who are keen on having a comfortable, convenient, and affordable stay.
Analyse the representations in the BT ad:
romance and comedy genre codes.
saturated colours and high- key lighting provoke a sense youthfulness and brightness,
Apply uses and gratifications theory in the BT ad:
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.
Target demographics for the BT ad:
young adult demographic and parents who want their kids to have broadband
