Lego movie: genre hybridity

Why is genre hybridity used in the advertising campaign?

Genre hybridity is used in the advertising campaign to appeal to a wide audience. The use of using a hybrid of genres appeals to a wide range of audience that are interested in different genres,not only the use of lego. For example the campaign includes themes of the comedy genre therefore will make fans of comesy interested in the film and will make them want to watch. Genre hybridity allows different age groups,genders and people to watch the movie instead of there being just one group targeted. A younger audience might look at the main poster of the movie and see its all about action and really want to see it but the older audience might notice the hero emmet is wearing a normal construction worker vest and is running away from the big explosion and this could make them laugh because as the hero he shouldn’t be scared but he is and that would make them want to see the movie because they believe it is going to be funny. 

How might the target audiences interpret the advertising campaign differently? Is this reflected by their social differences?

 The target audiences may interpret the advertising campaign differently by how all the characters are portrayed, An older target audience who grew up playing with Lego blocks would  be very nostalgic and instantly fall in love with the varied different characters shown throughout the post and video campaign whereas younger target audiences may use these ads/ trailer literally and try and build the pieces shown in the ad.