Released on the 7th of February, the Danish-inspired film The LEGO Movie has recorded the best opening for 2014 so far in the United States, making over 100 million Euros over two weeks. The film had its world premiere over 94 screens in Denmark by local Warner Bros distributor SF film, and 115000 people have attended so far. “They are likely to dominate the school holiday. We are excited about the success,” said film manager Sune Lind Thomsen, of SF Film. “The success can be attributed to a handful of factors,” wrote US website Box Office Mojo. “Most people have a generally positive experience with the tiny building blocks. Warner Bros built on this brand recognition with a marketing campaign that had something for everyone. In particular, the pop culture references and self-aware humour helped to lure in adults – and to that end, it didn’t hurt that it received nearly unanimous praise from critics (95% on Rotten Tomatoes).”
Check out the full article over at Cineuropa.