The LEGO Movie: Big hit at the US box office

It is now confirmed, The LEGO Movie is a hit in the USA, with $ 69 million raised for the first weekend of operation across the Atlantic. The first feedback from spectators and the reviews offered by various specialized sites confirm that the film is successful, that it appeals to fans, young and old, and that LEGO is on the way to succeeding in its bet: To promote its products internally. without having to rely on any license.

The success of the film can be a game-changer for the manufacturer: LEGO has succeeded in creating a universe, making it popular and accessible to as many people as possible through a quality cinematographic work, and promoting a range that displays at both derivative and primary carrier status. The circle is complete.

If sales of The LEGO Movie sets match the success of the film, LEGO will be able to further reduce its dependence on Disney, which has recently become the main beneficiary of the long-term licenses exploited so far (Marvel , Star Wars). After Ninjago or Legends of Chima, two in-house licenses that work very well on store shelves and on the various media on which they are available (animated series, video games, etc.), The LEGO Movie should logically become a license recurring (we use the theme evergreen to designate these long-term licenses) in the manufacturer's catalog.

While waiting to be able to discover the film which will be released on February 19 with us, be careful reading the various reviews published on US sites or blogs, they abound spoilers which could spoil the surprise of anyone who does not want to know anything until they have seen the film.

However, you can find out more about the animation techniques used by the company Animal Logic which is at the origin of the very realistic rendering of the bricks and minifigs on the screen by going to this address (article in English): Brick-by-brick: how Animal Logic crafted The LEGO Movie.

You will learn that Vesa Lehtimäki alias Avanaut, a talented photographer who has already collaborated with LEGO in particular on the Lord of the Rings and The Hobbit ranges, was consulted by Animal Logic, that more than 15.000.000 bricks would be needed to reproduce the entire content of the film and that home software Lego digital designer was used to model the different environments of the film.