Our solution to this conundrum came from our leading man himself.

LEGO Batman is a comically egotistical superhero who has no doubt about his own ability to be brilliant at anything (despite that very obviously not being true), so we executed a campaign based around bringing out his best/worst personality trait and put it on the highest profile platform we could.

Primetime TV.

In partnership with Channel 4, we created Continuity Bat.

Four days of primetime TV where LEGO Batman barged in as a self-appointed station announcer on Channel 4

This made LEGO Batman feel like part of the channel, not just a movie character advertising his new film

18 different continuity intros were specially written to introduce Channel 4’s most popular shows

All recorded by the voice of LEGO Batman himself, Will Arnett

And all specially animated by the movie’s producers, complete with Channel 4 branding

LEGO Batman introduced 50 primetime Channel 4 shows

All whilst keeping within strict UK regulations on the distinction between presentation and commercial airtime

LEGO Batman even took over Channel 4’s official Twitter feed to comment on the shows he’d introduced and responded to tweets from viewers while they were being transmitted.

The LEGO Batman Movie opened at No.1 in the UK Box Office – beating Fifty Shades Darker

Continuity Bat was seen by 40% of the UK population in just four days

1-in-6 of those who saw Continuity Bat booked a ticket to see the movie as a result.

Delivering an ROMI of £17:34 for every £1 Warner Bros. spent