subxerogravity
This movie was nothing but dope. As dope as The Lego Movie. A LEGO Brickumentary explores what seems to be by the documentary standards a history of the invention of Lego, but mostly it goes through how Lego has changed lives since it's invention. It's a geek culture that I am aware of but sadly I'm not fully a part of, despite my admiration to the product. The filmmakers due an amazing job of impressing me with how far beyond the bricks have come from being just a toy.It's fitting that the documentary spends a lot of time unavailing a life size X-wing fighter from the movie Star Wars, another product that sparked the same type of geek culture.But the movie documents how Legos are more awesome than the Star Wars movies (except Star Wars geeks have better nicknames). The documentary showcases how Kids teens and Adults use Legos literally as a tool for the imagination, similar to a pen and a pad (and this is what I love most about the toys). It also shows the growing cult phenomenon that goes outside of the Lego company with people who are able to make a living off of Legos without the company's permission and how Lego encourages this, not something you expect from the #2 biggest toy company in the world.I feel like Lego does not get enough credit that it deserves, I'm hoping this doc changes that. It has inspired me to pick up the Legos I have.
Steve Pulaski
LEGOs have been the anomaly of the toy industry since their inception in 1949. While Mattel keeps it head above water with successful, universally recognizable toy lines such as Hot Wheels and Barbie, and Hasbro has had strong success with G.I. Joe, LEGO has found a way to solely capitalize on the versatility and incalculable possibilities of their construction toy. Even though LEGO has succeeded in spawning a variety of spinoffs, such as the ever-so popular and beloved "Bionicles" when I was young, LEGO Architecture, and LEGO Customs, LEGO really only sells one product, whereas other toy companies scramble to try and find the next successful thing to franchise.Most childhoods I know were accompanied by a LEGO set or two; sitting right beside me as I write this review is a six-foot-long table, admittedly cluttered and disorganized as all Hell, of a variety of LEGO buildings, some erected from the directions out of the box and some from my imagination. As a child, I loved LEGOs and fondly recall making an event out of sitting beside my mother as we built a barrage of sets together. LEGOs were the quintessential gift for children due to the fact that you had the choice of adhering to the instructions that came with every set or exercise your creative freedom by building whatever you found to be enticing. The potential for a universe was at your fingertips and all you had to do was build it.A LEGO Brickumentary is a film that works to articulate that point and show that LEGO conventions, warehouses, and "master builders," people that work to create record-breaking LEGO sculptures in addition to creating brand new sets, are just as limitless in their scope as the plastic pieces themselves. The creator of the toy was a Danish man by the name of Ole Kirk Christiansen, who created wooden toys in a factory during the 1940's, consistently having to erect new factories following the destruction of one after another in fires. Christiansen purchased a plastic molder upon its invention, marveling at the fact that the machine, while so primitive, could mold and create a wide variety of complex plastic pieces. He found that, when properly manipulated and detailed, plastic blocks could be created and used to construct many different things, which eventually lead to the birth of LEGOs.The major invention to these multicolored blocks was the "clutch power" added in later, otherwise known as the tiny stubs and holes present on nearly every LEGO block, allowing for secure connectivity and easy transitioning between pieces. Fast-forward decades later and current LEGO engineers and master builders work to create stories and depth behind the characters they create in their new LEGO sets, allowing for a certain richness to come packed in with each construction set. Furthermore, licensed products such as The Avengers, Spider-Man, and Star Wars all found themselves converted to the multicolored bricks in a way that booned the company to record profits and notoriety, in addition to allowing children the freedom to take their beloved characters home in a way that wasn't as vapid as just a plain action figure.However, our narrator Jason Bateman - who also voices an ordinary LEGO character in the film - tells us how that wasn't always the case. In the mid-2000's, LEGO almost found itself closing its doors, with record-low profits and middling success with their new lines of toys (IE: "Jack Stone" and "4 Plus"). One employee says, at that time, LEGO had become a very arrogant company, one that was hesitant to listen to customer feedback due to perceived superiority on the ends of the CEOS and the employees themselves. When that changed, however, product lines such as LEGO Architecture, a line of universally known and renowned buildings such as the Taj Mahal, Willis Tower, and Empire State Building condensed into LEGO form, and LEGO Customs, a website allowing you to conceive your own LEGO set and having the ability to vote on others for the potential of making it a real set, came to be.A LEGO Brickumentary's core focus, however, is the fandom and the ostensible impossibilities in size, scope, and popularity LEGOs have achieved on a global level. We are taken into many different conventions, where LEGO fans hold their own competitions (IE: building a LEGO set without being able to see the set of the piece, building LEGOs while the pieces are inside of a bag, and so forth. In addition, we are shown the elaborate codenames that have been given to different pieces and fans of LEGOs, with "AFOL" ("adult fan of LEGOs") being the most common and "MOC" (my own creation) perhaps being the second most. Arguably the most humorous is the nickname for an attractive woman at a LEGO convention, known as a "one-by-five" because LEGO does not make a one-by-five piece.Finally, directors Kief Davidson and Daniel Junge show us how LEGO is working to break records every day. We see the creation of a life-size ex-wing fighter, using over five million LEGO bricks, equating to more than eight tons of material. With that, numerous "master builders," engineers, and interior designers work to create and perfect the steel frame and structure behind the fighter.A LEGO Brickumentary is, admittedly, fan service; similar to Plastic Galaxy: The Story of Star Wars Toys, anyone already acquainted and thoroughly in love with the product in hand will find themselves delighted by the film solely because of its existence. While corny when it focuses on Bateman's LEGO character, this is a fairly solid look into a company that continues to expand and shows no sign of slowing down, creatively or financially.Directed by: Kief Davidson and Daniel Junge.
David Ferguson
Greetings again from the darkness. Toys can be fun, educational, relaxing, challenging, and yes, even profitable. No toy exemplifies all of these characteristics better than LEGO. Co-directors Kief Davidson and Daniel Junge go "Beyond the Brick" (the film's original title) as they explore the history and community of these fascinating plastic pieces. Founder Ole Kirk Christiansen (of Denmark) began as a maker of wooden toys, but in 1947 he discovered a plastic molding machine which, within a couple of years, revolutionized his company and the toy industry. The company is still family-owned and is now a $4 billion company and the second largest in the industry despite competing in only one category of toys. It's a remarkable business case study, and an equally remarkable study in social impact. If you own LEGO pieces from 1955, they will still work with the bricks and pieces being produced today … planned obsolescence is not part of the LEGO business strategy. The film introduces us to the designers, the master builders, and the community of LEGO aficionados known as AFOL (Adult Fan of LEGO). We also learn of a LEGO language filled with acronyms that permeate the competitions, fairs, and conferences. In the early 2000's, the company posted its first ever loss, but quickly rebounded by listening to their loyal customer base and making the necessary product changes. Last year's award-winning animated THE LEGO MOVIE has stimulated even more interest in the tubes and studs … as well as permanently stamping our brains with the "Everything is Awesome" song. Jason Bateman narrates the film – as a minifig – and adds a splash of color and visual acumen to the story telling process. It's important to note that visuals are a key factor in some of the breathtaking creations of the brand's most committed devotees. This includes the work of one who re-creates classical artwork for a gallery in NYC, and a stunning life-sized model of the Star Wars X-Wing Starfighter in Manhattan. We also see how LEGO plays a role as Autism therapy for kids, and even for mock-ups at NASA.The LEGO community is most impressive. They actually participate in suggesting and designing new products, and the online network of LEGO stop-action short films act as a combined marketing strategy and challenge to other users. LEGOLAND doesn't draw much attention here, but the loyalty and creativity of the customers is quite something to behold. It's a reminder that the smartest companies collaborate with (rather than dictate to) their customer base … but most can only dream of this deep LEGO relationship with AFOL.
