Whatever Marvel is paying their marketing department, they probably deserve a raise. They’ve managed to take “Guardians Of The Galaxy” — initially perceived as a WTF risk — and turned it into a movie that, Variety reports, is already Fandango’s biggest pre-seller in history. In fact, predictions are already coming in that this weekend, ‘Guardians’ might break the August box office opening record currently held by “The Bourne Ultimatum,” which banked $69 million when it debuted. ‘Guardians’ is expected to take in more than $65 million at the very least, and in a crucial statistic that shows just how far the Marvel brand has gone: 58% of those buying tickets have no previous knowledge of the ‘Guardians’ comics.
All this to say that the promotion machine is not only well oiled, but honed to perfection. And part of that includes a new spin on an old promo — a Lego version of the “Guardians Of The Galaxy” trailer (via Flickering Myth). Yep, it’s everything watched before, but with Lego pieces instead of actors, and you know you’re going to watch this. So does Marvel. Hell, so does Lego. And they certainly hope it motivates a few more people to buy tickets this weekend.
“Guardians Of The Galaxy” opens on August 1st. Check a teaser and full trailer version of the Lego spot below.