My full recap of the marketing campaign for THE LEGO MOVIE: THE SECOND PART is up at The Hollywood Reporter.

Five years ago, The Lego Movie was an unexpected hit both with audiences and critics, the former attracted by the quick-fire, self-referential humor and an impressive voice cast and the latter wooed by a surprisingly emotional story that dug deeper than a movie based on a construction toy line really needed to.

This time around, the Lego team is primarily going up against itself and its own expectations. Critics have been helping: The film has a 93 percent score on review aggregator Rotten Tomatoes. Here’s how the film marketing has been rolled out:

via ‘Lego Movie 2’ Hopes to Build on Original Film’s Meta Humor | Hollywood Reporter

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