“The LEGO Batman Movie” is in theaters this weekend, and you can rest assured that Warner Bros. has taken the opportunity for some corporate cross-promotion.
On a rainy Monday morning (rain is always newsworthy in Los Angeles), Warner Bros. Television unveiled LEGO-ized versions of all of its billboards facing Olive Avenue at Warner Bros. Studios in Burbank, in an event attended by press including CBR. There’s a combo billboard for “The Flash” and “Arrow” along with ones for “Supergirl” and “Gotham,” sure, but there are also LEGO versions of decidedly non-genre programming like “Ellen,” “Mom,” “2 Broke Girls” and “The Middle.” The billboards will be on display for two to three weeks, for anyone passing by in the LA area.
In a press release, WBTV shared some statistics on how the billboards came together: More than 10,000 LEGO bricks were used to create the image for each billboard, and it took around 300 hours to complete the builds and 70 hours to install the billboards themselves.
Monday’s event included appearances from costumed versions of LEGO Batman, LEGO Robin and LEGO Batgirl; along with Warner Bros. Television talent Mayim Bialik (from “The Big Bang Theory,” which inspired a LEGO set in 2015) plus Kat Dennings and Beth Behrs of “2 Broke Girls.” Take it from us — watching Mayim Bialik make small talk with LEGO Batman is a very unique way to start your work week.
The billboards are just part of WBTV’s push for “The LEGO Batman” movie this week. Naturally, tie-ins are planned for The CW’s four DC Comics-based superhero shows, with “Supergirl,” “The Flash,” “DC’s Legends of Tomorrow” and “Arrow” all running LEGO-inspired end-cards at the close of this week’s episodes. There will also be new spots airing this week featuring LEGO Batman interacting with LEGO Flash, LEGO Green Arrow, LEGO Supergirl and LEGO Atom, all voiced by their respective live-action actors (Grant Gustin, Stephen Amell, Melissa Benoist and Brandon Routh).
With the release of “The LEGO Batman Movie,” this week feels like the culmination of a longstanding relationship between LEGO and DC Comics’ Dark Knight. LEGO first introduced Batman-inspired sets in 2006, years before the introduction of its more comprehensive “LEGO Super Heroes” line, which stars characters from both the wider DC Comics world along with Marvel superheroes.
Directed by “Robot Chicken” veteran Chris McKay, “The LEGO Batman Movie” is in theaters this Friday, Feb. 10, and features the voices of Will Arnett as Batman (reprising his fan-favorite role from 2014’s “The LEGO Movie”), Michael Cera as Robin, Rosario Dawson as Batgirl and Zach Galifianakis as The Joker.
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