We’ve praised content brands like Rapha and Louis Vuitton Moet Hennessey in the past for creating content so rich it takes on a life of its own, and now Lego has joined those esteemed ranks with its first cinematic release hitting UK cinemas last week. The Lego brand has been brought to life for the silver screen by Phil Lord and Christopher Miller and looks set to be a box office smash. after opening weekend ticket sales in excess of $70m already at the US box office.
One reviewer gushed: “Never before have I felt less like a film was selling me a product, and then left the cinema more desperate to fill my house with the product it wasn’t selling.” Which sounds pretty familiar to a content marketing agency like us.
The Lego Movie was released in UK cinemas on Friday 14th February.