1. This tells us that they wanted to work with the Lego Movie brand because they knew it would be a very successful and popular movie and they therefore paid for their own production of their adverts so they could prove that they had money and team up with the Lego Movie brand so that more people would be able to see their advert and be more interested. This would benefit their company and make it also become more successful as well as the movie.
2. Having each advert made of Lego bricks clearly links to the theme of the movie as everything is made out of Lego and so having everything made out of Lego in an advert would influence young children to watch it as they would know it would have something to do with the Lego Movie. I think this was a very wise decision made by the marketing team as it would also have a bigger impact on the Movie and could influence more people to watch it.
3. It is important to maintain the brand identity of the film so people don't think it's just any old advert that isn't also trying to promote something else. The advert includes key characters so people clearly know who they, knowing they came from the Lego Movie. They also do this because they want to advertise their brand making sure people know why its not any ordinary advert. It helps to remind the audience of the underlying promotional message by including certain things from the movie so they are able to advertise the movie as well.
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