Hollywood’s biggest movie studio, Warner Bros. marshaled various non-theatrical assets to support theatrical premiere of “The Lego Batman Movie,” flexing corporate synergy with media siblings.
“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 the series’ off-network syndication run,” says a Deadline.com article 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 produced 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 quick-hit promotions.
The all-hands-on-deck crush worked. The animated film ranked #1 if opening Feb 10-12 weekend with $55.6 million domestically.
Related content:
Leave a Reply