The LEGO Movie ad break: How changing the rules of branded content delivered awesome results for Warner Bros
PHD and Drum
*Spoiler Alert*
We're about to ruin the end of this story.
The LEGO Movie was the highest grossing movie in the UK in 2014. We wouldn't normally spoil the reveal in the first paragraph but with that fact having been a recent mainstream news story story you may start this paper with the sense that this film was a success. And you'd be right.
However, it's important to understand that the movie's success wasn't pre-ordained and...