The LEGO Batman Movie Takeover

01 Background

The LEGO Movie won parents over by word of mouth, but at first many were hesitant to take their kids, fearing there would be nothing in it for them.

02 Brief

Make it clear before release that The LEGO Batman Movie would be as much fun for parents as for kids.

03 Solution

We couldn’t just tell parents the film was for them. We had to prove it, by crashing Batman into the places they already loved and letting him do his hilarious, egotistical thing.

Parents were still big TV watchers, but a normal ad break wouldn’t cut it, and deals with individual shows were a licensing nightmare. So Batman took over Channel 4’s continuity, placed around the exact shows our audience watched. We wrote 50 scripts, Will Arnett chose the 25 he liked best, and the film’s own animators in Burbank made them.