To market 'The LEGO Movie 2: The Second Part,' YouTube screened 'The LEGO Movie' free for 24 hours. Available on Black Friday 2018, the entire film was run as a commercial on the platform and could be accessed by clicking an option to watch on the trailer for The LEGO Movie 2. Since The LEGO Movie was classified as an advertisement, it did not contain any commercials and played all 100-minutes without interruptions.
By offering The LEGO Movie free, YouTube showcased an innovative form of marketing that goes against conventional Internet ads. Also, releasing this movie helps further YouTube's ability as a movie streaming platform, especially since the website has begun to offer certain films for free streaming.
Full-Movie Commercial Streams
YouTube Offered 'The LEGO Movie' Free to Advertise the Sequel
Trend Themes
1. Free Movie Advertising - Offering a full movie as a commercial creates a new form of advertising that captures viewers' attention without interruptions.
2. Conventional Internet Ads Disruption - This innovative marketing strategy challenges traditional Internet ads by providing an uninterrupted viewing experience.
3. Youtube as a Movie Streaming Platform - By offering movies for free streaming, YouTube is expanding its role as a platform for movie enjoyment and entertainment.
Industry Implications
1. Online Advertising - The introduction of free movie advertising disrupts the online advertising industry by offering a new and engaging way to promote products and services.
2. Entertainment - This disruptive innovation opportunity creates new possibilities for the entertainment industry by changing the way movies are marketed and distributed.
3. Streaming Platforms - YouTube's expansion as a movie streaming platform disrupts the streaming industry by introducing free access to full movies in a creative advertising format.