PREP: LEGO MOVIE POSTER CAMPAIGN 

As action is seen more as a masculine genre, there are more male characters and representation

Vitruvius is displayed as stereotypically male in his poster. He has lots of facial hair, which is considered manly. His eyes are wide and bright, displaying his wisdom and knowledge. His white robe and grey hair connotates that he is a 'good guy' rather than a 'villain'.

Emmet displays an anti-stereotypical representation of masculinity. His facial expressions tell us that he is in fear and is venerable. this is against most male stereotypes, especially heroic males. His round eyes are simple and display that he is a normal person. However he is wearing a builder's uniform, which is stereotypically male.

Lord business's masculinity is shown through his angry facial expressions. He laso takes up most of the poster, displaying his power. He is wearing big shoulder pads, that make his shoulders look more broad and masculine. He is wearing the colours red and black, which hints at him being the antagonist, as red and black are often seen as more violent colours. 

Wildstyle's poster displays her femininity, with her pink lips and long eyelashes. However she breaks some stereotypes, as she is not displayed to be hopeless and innocent. She is shown as a strong independent woman, as appears to be smirking and is confident. She has coloured streaks in her hair, to show her rebellious side. 

 PREP - 

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

The movie does not contain any footage of people being hurt. The fighting involved in the film is of animated toys, which displays the fantasy nature of the violence. Therefore the film was awarded a classification 'U' rating, standing for 'Universal'.

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

The Lego game is sweet and does not contain any graphic images that would not be appropriate for children. therefore the game is deemed suitable for children.The difficulty of the game does not relate to the rating. 

 Lego industry

• terms like 
• franchise - a collection of media products all based on original creative work.
• synergy- different areas of the media will often work together in order to promote the same product. this idea can be applied to the way different areas of the same company often assist one another in promotion and earning extra revenue.
•  tent-pole production - a film that conglomerates such as Warner Bros expect to make vast profits and these profits can be used to fund other projects.
• ensemble cast - a big cast with lots of different people
•  conglomerate-  a large business organisation that owns a number of different companies.
• vertical integration - an increasingly common way of operating in the media industry. This is the process whereby a single company controls both the production and the supply of a product.
• Lego's brand values 
• cross-platform release - platform is a term used to describe how audience access a media product. For example, films are now available across a variety of platforms to suit the busy and varied lives of audiences, from home releases such as DVD and Blu-ray, to online streaming and digital download, to the good old fashioned cinema. video games are also increasingly available.

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

Emmet is an ordinary guy, he wakes up early and drives his car to work, He is shown to be struggling to do 3 jumping jacks, to display his unathleticism. he is also shown to let people walk over him, this is displayed when he pays for an overprised cup of coffee for $37. However people, such as Lucy(wildstyle) believe he is the special one. There is a lot to loose and people are relying on Emmet, as the chosen one, to save them. This leads him to step up and become a heroic character.

 Displaying Emmet as an ordinary guy is a good way to promote the film because most people or children who are  watching the film are just average people, like Emmet. This means these people can relate to Emmet and therefore form a connection or attachment with him. Humour adds entertainment to the film, for example Batman's overly confident personality and comments. this keeps people interested in the movie.

LEGO MOVIE TRAILER