The movie has a U rating, and targets a family audience.
The Primary target audience is young children who play with Lego, and the Secondary target audience is parents who played with Lego when they were young too and want to watch something with their child, and young adult cinema-goers who want to watch a younger film.
Blumler and Katz Media Theory(1973):
In 1973, Blumler and Katz uses and gratification theory proposes that media consumers contribute and have a role in media.
Diversion- Escape from routine and problems;as an emotional release.
Personal Relationships- Social utility of information in conservation; substitution of media for companionship.
Personal Identity or Individual Psychology-Value reinforcement or reassurance; self-understanding, reality exploration.
Surveillance- Information about factors which might affect one or will help one do or accomplish something.
Blumler and Katz theory applies to The Lego Movie, because young children watch it form diversion, and personal relationships, because they want to escape from the real world, and for companionship through the media.
How does the movie appeal to each part of the target audience?
Young kids who play with Lego:
The movie appeals to young kids who play with Lego, because they like the product, and seeing their favourite toys in film would be a great thing, and attract them, because they want to see their favourite characters in the film also.
The kids watching will also love the idea of their Lego toys moving, and living their own lives, and involved with different adventures, and would want to see it!
Also, children will be attracted to the film, because they will see that some of their favourite superheroes feature in the film.
Also, young children will like the idea of and adventure film, especially with their favourite toys.
Parents who played with Lego when they were young too:
The parents would be attracted to the film, because they may have played with Lego when they were young, so want to relive that through their child and the film.
Also, parents will want their child to experience the film, because they would have loved a film like that when they were young.
Also, the popular characters like Batman and Superman are well known, so the target audience would know them and be attracted to the film.
Parents would also like the film, because it also shows the part of a father and son bonding over their love of lego, after disagreeing with each other for so long.
Young Adult cinema-goers:
The young adult cinema-goers would be attracted to the film, because they loved Lego when they were a little younger, so they want to see what the film is like, and it brings back memories of their childhood, and they want to feel like a kid again.
Also, some young adults may go to see the film as a joke, to go see it with their friends.
Also, there are many popular characters in the film that this audience will know, and that would also attract them to the film.
Both Genders:
The film would attract both genders, because there are different things/ characters that would attract the audience, so stereotypically the girls will be attracted to the characters such as Unikitty and Wyldestyle, and the love story aspect of the film between Emmet and Wyldestyle, and boys would stereotypically attracted to characters such as Batman and Superman, and the adventure of the film, and the villains. Although, this would be the other way around for some people.
Also, both genders play with Lego, so they would both want to see their favourite toys in film.
Different ways of Marketing Movies:
5. Sticker & Activity books.
