February 12th, 2014
'LEGO MOVIE'S' SUCCESS PORTENDS NEW PRODUCT PLACEMENT POSSIBILITIES
By Brad Slager
This past weekend Hollywood had it collective jaws drop whenThe Lego Movie debuted with $70 million at the box office. This result shows a shift in perception the movie experienced, as it was openly derided initially as an empty commercial enterprise.
The weeks leading up to release, though, brought raves for its story, humor and music. The critics have been overwhelmingly positive.
All of that praise was great for business, but it also eclipsed the earlier cynicism about the property being a feature-length toy commercial. The fact that the film was made at all is a result of Hollywood experiencing an evolution in the realm of product placement.