The Lego Movie at first glance looks like something created by marketing executives who are trying to revitalize a toy that may have lost some popularity. The movie can be broken down in the fact it is a commercial that runs an hour and a half. While this concept should bore most people who do not want to watch a commercial that is 20 seconds long, The Lego Movie grossed almost $70 million during its first weekend in theaters.

The Lego Movie has not only been hit by high ticket sales but positive reviews from both critics and audiences. There seems as though there is no down side to this film concept. Adapting a beloved toy into a movie is a hit. What that means, it Hollywood may start incorporating more products into their films. This concept not only benefits the production team but the follow up sales on the involved merchandise. It's a win win.

However, while this may seem to be a new chapter in the producer's handbook, it may not be a solid win every time. What made The Lego Movie a success wasn't just the incorporation of a child's favorite toy, it was how well made the movie was. Owen Gleiberman; a movie critic for Entertainment Weekly may have stated it based when he said The Lego Movie is "10 times more clever and smart and funny than it needed to be." Warner Bros. was able to create something that was unique and entertaining by employing filmmakers that were creative and talented and not holding them back from creating this dreamed up concept.

The Lego Movie has shown that it is a contender at the box office and will have steady ticket sales until its retail release. Then, it may only be a matter of time until we start seeing more and more movies with products as the main characters.