"If you build it, they will come."
That classic line from Field of Dreams echoed on twenty-five years later for Warner Bros. and The LEGO Movie over the weekend. The studio's first animated effort in over two years assembled a spectacular $69.1 million opening frame, considerably higher than most of the industry was expecting.
That already makes LEGO the fifth-highest grossing WB animation of all-time (swiftly topping their most recent cartoon, Happy Feet Two and its $64 million domestic run). The studio's two best animations of all time: Happy Feet ($198 million) and The Polar Express ($162.8 million original run, $183.4 million lifetime). Those are figures LEGO is virtually assured to surpass based on the film's strong word of mouth and universally glowing reviews.
How did they pull it off?
Founded in Denmark in 1949, the LEGO company has become a generational brand. What began as a block-building line of toys has evolved into an immensely broad franchise consisting of video games, retail stores, theme parks serving as popular family destinations, and an impressive line of licensing partners that has expanded the LEGO establishment over the past fifteen years. That's when the company began its game-changing relationship with Lucasfilm and Star Wars, still the hottest property on LEGO's list of licensors which includes Harry Potter, The Lord of the Rings, Batman, Toy Story, Spider-Man, Spongebob Squarepants, and many more. The company's global market share has since topped Hasbro and moved closer to that of Mattel... (more)
Full story: http://www.boxoffice...what-went-right
Edited by ShawnMR, 10 February 2014 - 12:38 PM.