Uses and Gratification theory.

28/06/18 The uses and gratification theory.

Blumer and Katz researched how and why people select certain media products over others.

They came up with four main uses:

1.ENTERTAINMENT:Offers distraction from the world e.g..lego movie game is enjoyable to play.
2.PERSONAL IDENTITY:Helps us consider who we are.
3.RELATIONSHIPS:We find things we can share and discuss.
4.INFORMATION:New information we want to know or take pleasure in knowing.

The lego movie poster campaign

To explain the effectiveness of the campaign; to analyse using uses and gratification theory.

Poster Campaign:
Lego movie teaser posters;

They released over 20 teaser posters which enticed younger children(the main audience)to want to watch the film as the teaser posters were all bright and colourful.


In the lego movie they revert typical gender stereotypes by having the main character a man, who is always getting into trouble and wyldstyle a woman who its always saving him. It can explore issues and start debates.


SA question:

The lego movie posters do use stereotypes to appeal to the target audience.

Lord business is stereotyped as the villain of the film as his picture has and aggressive face  and a monobrow. In the theatrical

The Lego Movie Games.

To explain how vertical integration benefits companies; to analyse uses and gratification theory.


Lego game

Different games/ films that have been made into the other:

• Spiderman Series
• Batman
• World Of Warcraft 
• Wreck it Ralph
• Overwatch
• Star Wars 

Companies add in different video games for the extra audiences that the video game will attract as lots of gamers may not enjoy lego but may enjoy the lego game.The game promotes the film and the film promotes the game.

The lego movie earned a grand total of $210,000,000 and the game earned $2,000,000,000.With the lego movie the characters and the storyline will become more recognised and will cause more interest in the film and the movie.

Lego TV Advert

07/06/18

1.What are the building blocks of success?

The creators of the lego movie faced challenges when creating the lego movie as one of their min targeted audience was the parents and other people related to the children that would be interested.

2.What did Lego do right?

The creator made a movie that was genuinely funny and entertaining to watch as they could have made it very simplistic.

3.How has it laid the foundations for future success?

As the children grows up the children who have watched the lego movie may have an increased interested in the lego franchise.

1.How has it got heart?

It is based around lego but it is used to show the narrative.

2.How is it all about ‘you’?

The two different types of people that are typically thought of are those who follow the instructions and those who build whatever they want.

3.How does it show that it knows its audience?

That the film includes references from other films
 so all of the audiences types will be satisfied.

300 Word Mini Essay:

The marketing campaign for the Lego movie exploits a range of different platforms such as print film media to construct an effective marketing campaign. It uses print media in marketing to get the adverts of the Lego movie available to parents and adults who are not into social media. However print media is not as effective as other types such as social media. Print media is very effective when it is used in busy places with lots of people noticing it. Social media advertising, which is a much more effective way of advertising as most people nowadays have some sort of social media as it is incredibly good at getting the 'word' around and is incredibly popular. Another type of e-media is the adverts that come on before a film this is effective as every person in that cinema would see that. E-media is very good for marketing because in the past celebrities that have been in films have advertised the film that they were in or voiced in on their social media accounts. The print however is effective for catching the attention of children as the illustrators of the posters and print adverts would use very bright primary colours as they are easily noticeable and that is an effective way of enticing children into wanting to watch the Lego movie. Overall the Lego movie advertising was very affective as the money that they earnt was a lot higher than the costs to make the film. I think that the Lego movie producers have done a great job at advertising.