Genre
'The Lego Movie' advertising campaign is an example of genre hybridity = when a film mixes elements of different genres.
^ Brings in more of a mass audience because of this. This also brings in more profit. They are also free to make a sequel without changing their genre and losing their audience appeal.
Lego Movie genres - sci-fi, comedy, romance, fantasy, adventure and action
The posters combined with the trailer show that the film contains all of these genres.
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