Film marketing cops a lot of flack. And for good reason, so much of it is utter garbage. I was as excited as anyone for Anchorman 2 (2013), but that excitement was tempered by the marketing for the film. For starters it was uninspired, but more than that it was just absolutely everywhere. You could not turn anywhere without seeing the lame attempts from the Anchorman crew at something they were desperately hoping would go ‘viral’ and all manner of other buzzwords. Unfortunately most film marketing falls into this basket. There is very little original and engaging. Most film marketing seems obsessed with getting traction and clicks online rather than doing something original and exciting us filmgoers.
Every so often though, a film really nails the marketing mix. More than any other of recent memory, The Lego Movie (2014) has achieved this. I have already spoken about the batch of character posters and trailer. Both of these were really fun and conveyed the glee that I think we were meant to feel in anticipating the film. In addition to those, there were also a smaller batch of character posters released which I think tapped into some of the unique humour that the film is aiming to bring to life. Check out a couple of these below.
Something even cooler than all these posters was brought ot my attention by Ruth over at Flixchatter. This ‘Behind the Bricks’ featurette is a really inspired DVD extra style video. Check it out below if you haven’t seen it. Once again is that overwhelming sense of fun that all the marketing is giving off as well as a well pulled off bit of meta, self-reflexive humour which is pretty hard to do without coming off as pretentious. I really love this little video.
Are you guys a fan of the approach that The Lego Movie has taken in its marketing? Also, what are some of your other favourite film marketing exercises? Hit me with some thoughts in the comments and feel free to link to your favourite posters, trailers and videos.
Some of you lucky jerks have already seen and enjoyed The Lego Movie. Over here in Australia, we still have a fair while to wait. But I have really liked a lot of the marketing that they have done for this film, including the posters. They released some great character posters for the film as well as the stock standard ones. Given I have a bit of a thing for character posters, I thought I would share them here, even though you’ve probably seen them everywhere else by now. These all look a little similar, but they still help me to get really psyched for the film. I think the coolest thing about them is the facial expressions from each lego character.
First up is Benny, voiced by Charlie Day. I have to admit that I have no idea who this character is and am trying to avoid all spoilers so don’t want to find out.
Next up is Emmett, the every-man main character voiced by Chris Pratt. I love Pratt and think is comedic stylings will lend themselves really well to voice work.
Batman has been the most hilarious character in the trailers so can’t wait to see his role in the film. Tis cool that D.C are happy for one of their very top properties to be used in this amusing way.
No matter how many rubbish films Ferrell brings us, I will always be a fan of his. No doubt his voicework will be very ‘Ferrelly’ in this, but I am ok with that. I think this is my favourite of the posters actually.
Elizabeth Banks is another person I am a big fan of and I like the spirit of this character that has come through in the trailers.
Morgan Freeman playing almost God. Say no more.
Let me know what you think of these, and the film if you have seen it, in the comments section below.