The producers for the liege movie have produced about 5 posters for singular main characters and one for the whole cast. They have used a strategy of applying colours and funny characters for the kids and name dropping famous characters to attract the parents of the kids going, and possibly adults going on their own. There were different techniques used to attract larger audience that I am going to discuss and evaluate in this essay.
First of all, the single;e character poster were created to attract attention. When we see the single character rosters we obviously concentrate on that singular character, this has a positive effect as we see a big lego character and it draws our attention. Most movie posters have the whole cast of characters and at least the main character, however making one particular character stand out doesn't give away too much information about the movie but hooks the audience because of the interesting characteristics of the figures. For example Lord Business takes up two thirds of the screen, he has a big red helmet and an angry expression. Fro only these details we already start creating opinions that he's the bad guy, his interesting appearance makes us want to find out more about him. Especially for kids. Secondly, using famous actors names in the posters. The other main purpose of the single character posters is that there's big font title telling us the name of the character and who it's voiced by. For the Wizard, they namedrop '', the effect of this is that the parents who are dragging along with their kids might actually look forward to it because of the famous actor that they will know. This may not only attract parents but other teenagers and perhaps even other adults. Finally, the main poster is also extremely effective in the sense of hooking the audience. The poster with the whole cast displays a big explosion and all the characters running from it. There are about 15 characters in this poster. At the front they're the main ones and to the back we start seeing characters that we didn't see. These characters include superman and superwoman and also batman. Obviously fans of these characters will be interested in seeing the movie in order ro see these characters. The large variety of characters and vents and colors makes it interesting to analyze and get hooked because of the action happening in the scene.
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Primary Target Audience
Clearly the target audience is children, Legos are kids toys and very popular ones. For any kid hearing the words LEGO and MOVIE automatically attracts any kid without any posters. However displaying posters in pubic places like buses to grocery stores where adults might take their kids will make them interested and aware so they'll ask their parents. Secondary Target Audience The secondary audience is most likely the parents of the children going to the movies. Obviously the parents have to go with their children so the producers try to interest the adults in order to make it more enjoyable and attractive to them. By adding the name of famous actors which appear in mostly adult films they attract a larger audience. Also there are visible themes of wizardry which may suggest a 'Harry Potter' or 'Lord Of The Rings' themes which again can attract fan audience. For Kids the posters show colourful characters that are interesting to look at and amusing. The main characters are usually at close ups with clear facial expressions so that the children can understand the characteristics of the characters which leaves it up to their imaginations. But as well as this there were other themes put into it as we see they put in a wizard with a castle and a dragon which suggests presence of 'Harry Potter' and 'The Lord of the Rings' to attract a larger audience. To kids wizards are just fun and cool so they don't really pick up on the themes they just like the actual character. 1. Is it a good poster campaign?
In my opinion I think the posters were a very successful campaign as they intrigued children who like lego through close ups of the characters and lots of colour. However, any child would be willing to go to see a cartoon so the designers of the posters used other features to attract older audiences such as including famous actors and adding other elements such as Batman and Superman. And honestly the posterns are just fun to look at and they definitely catch the eye. 2. Does it communicate effectively with the audience? I think it does because it's aimed towards kids and clearly it works well because of the amounts of bright colours and the different variety of characters in the poster. However again, there are also features for older audiences that make it stand out to them. The comedic characters in it such as the wizard who might represent Gandalf will definitely attract a large audience. But also characters such as Batman and Superman. 3. Are there any alternative readings which might harm the campaign? There aren't a lot of mistakes in the posters, the designers were careful not to put in any racist or sexist elements into the posters. This is seen as all of the characters are white and the only female character is seen as quite a badass and not a stereotypical female figure. The only thing that the posters might've mislead the audience about is the appearance of Superman and Superwoman who have only about two or three scenes in the whole movie. 4. Are the posters offensive in any way? Again I don't think there are any clearly offensive messages however there are a few that I've picked up. Emmet is a construction worker of lower/middle class and the fact that he's described as a nobody is quite offensive since he was just trying to do the right thing so he becomes a nobody. I guess the only other offence is that the business man "Lord Business" is the bad guy but I don't see it as that much of an offence but just a controversial character. |
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June 2018
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