Exam Question

Exam Question

How has media language been used to create meaning in the lego movie advertising campaign and the trailer (10)


Media language has been used to create meaning through Emmet's facial expression on his personal poster. The facial expression shows expresses panic and fear. Emmet is the 'accidental hero', a character who is easily relatable as he is an ordinary, working class guy. Therefore a hero showing this worry and terror contradicts the typical hero - a strong, brave and fearless man. The message that is conveyed to the audience through this is that anybody could be a hero because no matter the representation of someone - they can be whoever they choose to be. This is a very important and influencing message to convey to children. 

Moreover, in the trailer Emmet hides behind Wyldstyle and much of this sort of thing is very entertaining and humorous to the targeted audience of families and children. Wyldstyle is also a countertype to her character as women are typically depicted as the fearful ones in scary situations and need saving from a man. However Wyldstyle is represented as a strong independent woman who can easily take care of herself. In fact, in the poster there is mass chaos behind her but her facial expression shows no fear but the opposite - she is calm and collected. This would spark the interest of the audience. 

The combination of all these very different characters shown in the poster and in the trailer illustrates The Lego Movie's hybridity in all of the different types of genres which is appealing to more of a mass audience as the more genres included the wider audience reached. 

Another way that media language is used to create meaning is through the humour and wit of the film itself. In this way, The Lego Movie intentionally reaches two different generations - the older and the younger - so that they can enjoy the same film but for different reasons. For example, children would enjoy the film as it is a cartoon, it is funny and as the uses and gratifications theory would say - it allows them to create a personal identity, creates social interaction and more. But to an adult, they would feel a sense of nostalgia from back in the day when lego was very new but insanely popular when they were younger.

Lego Movie Video Game - Audiences

Lego Movie Video Game - Audiences

Regulator - The VCS (Video Standard Council) which use PEGI's age rating system.

Not all films have the same rating as their video games.

Although The Lego Movie was awarded a Universal film rating, The Pegi Award for The Lego Movie Video Game is 7 years of age. This is because the game includes non-realistic looking violence towards fantasy characters and violence that is set in a cartoon, slapstick or child like setting that could be upsetting to very young children.


Explain two reasons why a film company would release a video game linked to a film (4 marks)
A film company may want to release a video game based on the film to gain a wider audience, many people up to the age of as old as 18 play video games and expanding a movie into an active game would possibly gain profit as well as a wider audience on the film. This is because if the game is successful - people would be interested in watching the movie as the game is based on it. The game would have a high chance of success due to the appeal to escapism - as mentioned in the uses and gratifications theory. 
As well as this, increasing convergence and diversification may well reach even further to as big as an audience as possible.



Arguably, the target audience for the video game is younger than the film. This can be seen through its level of difficulty, which provides a younger audience with an entry point to the franchise, without needing to watch the film. The narrative of the game takes elements of the film's narrative but lacks the cohesion and humour of the film.







How can you apply the uses and gratifications theory to the Lego Movie Video Game? (10 marks)
The Lego Movie Video Game uses a sense of escapism - into the fantasy world which is a factor of the uses and gratifications theory and very appealing to the target audience. This is because people feel they dive into another world where reality is behind them and they can actively be a part of the movie.  Players are able to develop a sense of expertise in a self enclosed fictional world. Additionally, the uses and gratifications theory would also be applied to the fact that The Lego Movie video game is played and social interaction is created. This is because players would talk about it among each other and as young people like to win and love being challenged, they earn trophies which they then socially interact with others and compare their wins. This in itself promotes the video game and can even be considered a form of free advertising as social interactions may push others who do not have the game but have heard of the game to get it. 

Additionally, the uses and gratifications theory could also be applied as video games are entertaining to those who play it and it also can create personal identity for them. This is as they create a parasocial (a one sided relationship) with self established characters from the film and can feel like they are interacting with them. 

Integration In The Lego Movie

Integration In The Lego Movie

The Lego brand works with Warner Bros in various ways. The Warner Bros conglomerate produces The Lego Movie with Lin Films. The distributer - globally - is Warner Bros. Also, Warner Bros have their own video game company called Warner Bros. interactive entertainment. They created The Lego Movie video game and this is an example of vertical integration. This is beneficial as it allows the business to reach its full potential as a company and it also makes a profit. People would want to play the video game for various reasons such as entertainment, form of escapism, they can identify more with the characters etc.
However, in the production of The Lego Movie Film, horizontal integration was achieved through the collaborative work between Warner Bros and Lin pictures. Without one another, The Lego Movie would not have been able to be produced.

Lego Movie Video Game Industry And Audience

Lego Movie Video Game Industry And Audience

Vertical integration - when the same company is working on all distribution, production, advertising etc

Horizontal integration - when two or more companies work together on a products distribution, production, advertising etc

Globalisation - when a product is distributed throughout the world

Product diversification - when a product is accessible on multiple media platforms or could be convergent. 



Cross media content
Content relating to one media text that is released, watchable, marketed, purchasable, playable across different media platforms.

Lego movie game was released across all major video consoles and platforms (Microsoft x360, Sony PS3, Nintendo 3DS, Sony PS4, Nintendo WiiU, Xbox one and 360, Sony PSV and PC) in 2014.

This would be advantageous as they earn more money, get more of a mass audience for people that have different devices - as it is highly unlikely that someone will have them all.

It would also be disadvantageous as it takes away the rarity and specialness of the game. Also, competitors would be an issue because one media platform might be successful whilst the other may be not therefore Warner Bros would have lost money by paying one of the media platforms to access their video game and if it doesn't sell they are paying them for nothing and losing money. 

The Lego Movie video game also promoted their other video games as if it was very popular - people would want to try other of their products (games).


The video game would even include little mini lego figures when a customer bought it - being their USP.
USP = unique selling point

Video Games

Video Games

Modern themes or sets are tie-ins and promotions with film or game titles.

This is synergy

Lego + Video games = $$$

Cross- promotion, marketing, young audience exposure are all benefits to film-themed lego sets.

Why do people play video games based on movies?

- Especially if there is only one stand alone film, if you love it you want to watch anything to do with it that is released 

- You get to actively engage 

- It causes social interaction - friends talking about it or playing together

- They can actually be a character - an immersive experience so they identify more with the characters

- Might find out more about the story such as deleted scenes

- Good versus evil

- Diversion entertainment

- Form of escapism, develop a sense of expertise in self-enclosed fictional world

- To earn trophies and have that self satisfaction, young people like to win and like a challenge

- Parasocial (one sided relationship) with self established characters from the film

Industry

TT Games is a British video game developer.

In november 2007, Warner Bros interactive entertainment acquired (bought out) TT Games as part of their move into the video game market. 

The Lego Movie video game was directed by Matt Palmer. 

The game was launched the same week as the movie as it is the heightened excitement around the time of a film's release and would want to promote it as much as possible. It is almost a type of free advertisement as well and profit is maximised.

Why do companies release films and games at the same time?

•  Profit is maximised
• Familiarity 
• Extends the pleasure of the film
• They promote one another

The Lego Movie Video Game is an example of successful vertical integration where Warner Bros have worked with their own gaming company (Warner Bros Interactive Entertainment) to produce a video game linked directly to the release of the motion picture of the same name.

The video game shares similar themes and voice acting by stars of the motion picture. The Lego Movie Video Game is also an example of a successful cross platform release.

Representation

Representation

WATCH LEGO MOVIE TEASER:
Key themes of stereotyping and gender are shown though Emmet and Wyldstyle. There is also much you can write about Vitruvius.





EMMET

Emmet is the main male protagonist and both the film and the video game revolve around his transition from a normal, everyday guy to the hero that saves the world. "The story of a nobody, who saved everybody" - tagline

Emmet is male and white which on one hand conforms to the stereotype of a typical hero or a typical man. However he also counteracts the stereotype that men are dominant and strong as he gets help from a woman (when women are stereotyped to be weak and overly-sensitive), he shows fear and comes across as quite vulnerable and unintelligent. 

In his poster, Emmet is running away from the danger rather than racing it head on. In the TV trailer he says "I want to go home!" in a terrified voice which the producers have done intentionally so that the audience can relate to him much more.



WYLDSTYLE

She does not adhere to beauty ideals. For example, she wears dark clothing, has unnatural hair colours, and has freckles, but she is still depicted as beautiful. This is important because women who challenge beauty ideals are oftentimes depicted as undesirable in the media.

Her name Wyldstyle completely reflects her and her personality. She has a wild style and she is generally a wild person. She links to a post-feminist context of the entire franchise. She is represented as a strong, independent character who is equal if not superior to men. This is supported in the main poster and character poster because her facial expression shows a smirk, although the danger behind her would expect a different reaction. In the poster, the black outfit, catsuit and choker supports this too. As well as this, she mainly assists Emmet and is the strong, brave one as shown in the trailer.




VITRUVIUS

Vitruvius is named after a Roman philosopher with this name, who is best known for writing a 10 volume series book about architecture - which is rather appropriate for a movie about lego.

His character is a noble wizard, with dark skin and a much older man. He is represented as a wise and skilled fighter. This is important as Vitruvius is blind and in the media people with disabilities are often depicted as powerless, evil or less attractive.

As well as this, Vitruvius has completely white hair and is shows to be of an old age which usually contributes to the connotations of a disabled person - powerless and weak.



Analyse how representations of gender have been used in The Lego Movie advertising campaign to appeal to a younger audience. You must talk about the poster campaign as well as the trailer. In your answer you must also refer to relevant media contexts. (10 marks)

Representations of gender have been used in The Lego Movie's advertising campaign to appeal to a younger audience. Evidence of this is through the character of 'Wyldstyle'. Her character does not conform to the typical stereotypes attached to women including overly-sensitivity, vulnerability and weakness. Instead of this - as shown in the poster for her character - her sense of style is very different and have connotations of strength. She wears a black catsuit and a black choker this represents her as an independent woman. Additionally, her facial expression shows calmness despite the mass amount of chaos in the scenery behind her. 

Moreover, Emmet is the ordinary man and the 'accidental hero' who shows that anybody can be a hero - a message which is very appealing and influencing to a younger audience. This is because people can relate to Emmet's sense of normalness - he is not fearless, he does not have superpowers, he is not strong. People that relate to him would aspire to be like him. In The Lego Movie trailer, it is evidential that the film conforms to Propp's theory of heroes and villains. The sterotypical villain is a man with authority - which The Lego Movie conforms which can be considered strange due to the fact that nearly all of the other characters do not conform to their genders representations or stereotypes. 

Advertising And Marketing Lego Movie Audiences

Advertising And Marketing Lego Movie Audiences

Audience

The audiences are the people the products are targeted at.

1) Children who play with lego

2) Adults who had Lego when they were younger (nostalgia)

3) Families - it is the type of genre that families are interested in

4) Young adult cinema-goers

5) Both genders - diverse representation and targets mass audience

Use one target audience group that you have been provided. Discuss their demographics and why/how they have been targeted.

G - gender   R - race   A - age   C - class   E - ethnicity

The families targeted are of all genders - very inclusive of any race and ethnicity too as seen by the different colours of lego people - yellow (being the normal) and others. Additionally, as seen on Wyldstyle's poster, she challenges a stereotypical woman allowing young, easy to influence, children get inspired. However it is mainly targeted at middle classes as other products produced such as lego is very expensive. Also, the adults targeted within a family would feel nostalgia for a simpler time for them. The film being of many genders makes it that much more appealing for a typical family film.

Miss Crader's awesome paragraph

The lego movie advertising campaign would attract young children ages between 5-10 of all ethnicities who play with lego because of the bright colours, young childish humour and the use of imagination. Young children would identify the different characters and the use of the different coloured lego as being different ethnicities.