Warner Corals Its TV Shows for 'Batman Lego' Fllick
By Robert Marich
Feb. 12, 2017-Hollywood biggest movie studio, Warner Bros. marshalled various non-theatrical assets to support theatrical premiere of The Lego Batman Movie.
“The toy brick DC superhero got a shout-out during hit series The Big Bang Theory with a special Lego Batman opening, and two Big Bang/LEGO Batman promo spots aired throughout the week during
closing producer cards of Warners TV series promoted Lego Batman Movie
the series’ off-network syndication run,” says a Deadline.com artical by Denise Petski. “In addition, the Warner Bros. studio in Burbank put Lego on a slew of its outdoor TV billboards to celebrate the opening. Other domestic highlights include an 18-city Lego Batman, Batgirl and Robin costumed character tour that hit malls, TV appearances and sporting events across the country.”
Inserting the Lego Batman images and audio in TV shows involved getting permission from show producers, even though those TV series are produce through Warner Bros. Television. So such corporate synergy takes a lot of heavy lifting and isn’t a snap to pull off. The absurdist, off-beat humor of Lego Batman can be compressed bits that easily fits in various promotions.
The all-hands-on-deck crush worked. The animated film ranked #1 if opening Feb 10-12 weekend with $55.6 million domestically.
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