Everything’s Coming Up LEGOs

The LEGO Movie is everywhere. After an opening weekend so successful it shocked even some experts, it has continued to dominate the box office, “crushing” competition on Valentine’s Day weekend to bring its total domestic earnings to $129.1 million so far. Not bad for some little figurines. The LEGO Movie is being embraced by viewers of all ages, with Buzzfeed calling it “The Best American Animated Feature Film In Years” and Rotten Tomato users giving it an astounding five stars and 96% approval rating—a higher score than any of the Oscar Best Picture contenders this year have received. But The LEGO Movie’s “unstoppable momentum” hasn’t come from nowhere. The film being lauded as truly awesome is the biggest piece to the puzzle of its success, but these days it takes more than great reviews to drag viewers (especially young ones with tight budgets) into theatres. The pre-release marketing was “aggressive,” including an entire ITV commercial break done in LEGOs, a charming film Tumblr, and a LEGO exhibit in Times Square that opened just before opening weekend. But the LEGO-mania-marketing has not let up in the last few weeks. A consistent flow of LEGO news and content beyond your typical commercials has kept attention on the movie and continued to build positive buzz, which is a huge impetus for getting Millennials to actually buy tickets. Here are just a few of the ways that everything has been coming up LEGO, and pushing even more viewers to want to experience the movie first hand:

The Simpsons Get LEGO’d
The week after The LEGO Movie’s release, it was announced that an upcoming episode of The Simpsons would get the LEGO treatment. The convergence of these two huge franchises, with two huge and passionate fan-bases, got a lot of airplay and spilled ink. Details of the episode…


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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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