Monday, March 17, 2014

I’m here to see your butt.

Lego movie - 4/5
It’s an amazing piece of advertising. It is entirely admirable how much brand synergy is fucking happening here. I think the guys who created this are very good at being told ‘you have to have six logos and say all of these product points.’ And where most people would say that’s too much for one thing, I give up, they go ‘okay’ – and we’re off and running. It’s something that should probably be offensive for how much advertising it is, if not for how goddamned entertaining it was. And it was, and it was. It’s strange, because it’s not in the writing – read the quotes, and it’s not necessarily funny – but it is when it’s performed. It’s all character-driven, and living in these guys’ heads (and then translated to screen) much moreso than on the page. That’s having a vision, motherfucker. As a movie, it does feel like a hodgepodge of all the great animated features of the past few years – it is Toy Story 2, Toy Story 3, and some other movie, I forget – Iron Giant? Yeah, Iron Giant. And it doesn’t necessarily do it as well as each of those movies, but it does it all. So quantity. It tries to fit in all of the product points and ‘how to play Lego properly’ and thus tells a story of following instructions except when you shouldn’t follow instructions except when you should follow instructions. It’s both subversively and overtly anti-pop and a model for ‘pop’s not such a bad thing, guys.’ Add Batman, and you’ve got a movie that has fucking everything and is for everyone. It's ADMIRABLE.

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