The LEGO Batman Movie was LEGO Batman’s first ever stand-alone theatrical movie release, so the character needed to stand on his own two (square) feet for the first time.

In addition, LEGO Batman faced the unlikeliest of foes in the race for UK box office supremacy.

Fifty Shades Darker’s Christian Grey.

A rival who was also a handsome millionaire (with a penchant for masks and secret lairs) AND had a movie launching on the same weekend.

With Fifty Shades Darker threatening to steal both Mums and the 16-34 audience that make up 44% of all UK cinema takings, the box office success of The LEGO Batman Movie depended on him appealing beyond a family audience.

On Channel 4, LEGO Batman hijacked the channel’s continuity announcements where 18 specially-written animated intros were created to introduce Channel 4’s biggest shows (featuring the voice of LEGO Batman himself, Will Arnett) running for 4 CONSECUTIVE NIGHTS prior to the movie’s release.

LEGO Batman even took over Channel 4’s Twitter feed, commenting on the shows he introduced, as well as interacting with viewers while the shows were on.

In Metro, LEGO Batman barged in to take over a different regular feature every day. These included a fashion feature on how stylish capes are, and him writing his very own (biased) movie review.

In Time Out, he wrote his own “To Do” section, concluding that going to see his movie was the best thing to do.

Even in media where he couldn't barge in, we helped LEGO Batman make his presence felt by having him barge OUT of special outdoor sites.