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Billboards with LEGO figures in place of TV stars

Warner Bros. Studios in Burbank, Calif., is known for the billboards that line its walls, visible on Olive Avenue right outside.

The signs have pictures of the casts of the studio’s top shows, such as “The Ellen DeGeneres Show,” “The Big Bang Theory,” “2 Broke Girls” and “The Middle.”

This week, however, the real stars in each cast photo have been replaced by LEGO look-alikes.

Minifigures, or LEGO people, are posed in the exact same place, in the exact same manner as on the original billboards.

The furniture, the floor, everything in the background right down to the pets, are all LEGOs.

Did Warner Bros. Studios get taken over by 6-year-old LEGO fanatics?

Nope. It’s just one of many ways Warner Bros. is building buzz for “The LEGO Batman Movie,” which is being produced by the studios’ movie arm.

What began as an idea for a simple TV promotion eventually led to the creation of the billboards.

Billboards with LEGO figures in place of the stars on TV shows

What’s being promoted

Warner Bros.’ “The LEGO Batman Movie.”

 

Why this stunt

In the movie, Warner Bros. took an already familiar character–Batman–and turned him into a LEGO figure. From there it decided to give the same treatment to its TV stars in promotions for their shows.

It started with on-air promotions for comic book characters such as CW’s “The Flash” and “Supergirl.” It then expanded the idea to “The Big Bang Theory.”

“We started to go back and forth between creating on-air pieces,’” recalls Lisa Gregorian, president and chief marketing officer at Warner Bros. Television Group.

That eventually led to the billboard idea.