Homework: The Lego Movie

Uses and Gratifications

Vertical integration - This is when the production company has the ownership of the means of production, distribution and exhibition of the film by the same company, because of this they receive all of the profit.

One company that doesn't do just one thing, so it uses their own other countries to promote their new film.

Intertextuality - The relationship between texts, especially literary ones.

Denotation - Denotation often refers to something literal, and avoids being a metaphor.

Connotation - Second level of analysis, being what the denotation represents.

Simultaneous Releases 

Angry Birds, Persona, Attack on Titan, Street fighter, Hitman

Companies often release tie-in games along the film because it creates hype.

Profit maximised - The promotion of a film will creative a receptive awareness in potential consumers of the game; they have heard of it and are familiar with it.

Familiarity - The brand and plot and characters are already known; recognition of the fact we liked the film so may enjoy a game based of it.

Extends the pleasure of the film - Continue to be 'part of' a film enjoyed. (play roles that were on the film)

The game promotes the film, the film the game - Efficient use of marketing of both product and increase potential audience as fans 'crossover' between the two platforms. 

The audience is conceived as active. In the mass communication process, much initiative in linking gratification and media choice lies with the audience member.

1. Entertainment: Offers distraction for the world

2. Personal Identity: Helps us consider who we are; what ideas and values we identify with.

3. Relationships: We find things we can share and discuss with others.

4. Information: New information we want to know or take pleasure in knowing.

The Lego movie has two different types of poster, one theatrical release and the other was the teaser poster for its release.

Theatrical poster



Teaser Poster

The Main Image:

The shot type used in the lego movie poster is a wide/long shot, this attracts the target audience because the audience can see a lot and will know what the main characters of the movie look like.

The star vehicle of the shot is Emmet. He's wearing bright orange construction clothes,with brown hair and has a scared looking expression on his face.

The choice of star vehicle represents/attract the target audience because he looks like an average working person and most of the people who are watching the movie are either children or parents who work. Therefore, the people who are watching the movie can relate in the character some way because they are working/going to work in the future.

This revels about the genre of the movie that it has action due to the characters running away from something behind them in the poster.

The mise en scene used in The Lego Movie poster are tall sky scrapers in the background and a crane, all the characters look scared/angry. This attracts the target audience because they are curious to what is going on/what is going to happen. Therefore, they will want to watch the movie.