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Thursday, April 24, 2014

BEYOND THE BRICK: A LEGO BRICKUMENTARY

By D.E.Levine

A Tribeca Film Festival 2014 selection

Narated by Jason Bateman, this documentary introduces viewers to the $4 billion Lego brand.  Showcasing Lego users who are unquestionably talented at constructing various designs out of Legos (known as AFOL or Adult Fans Of Lego), we see some amazing constructions like the amazing Riverdell replica built by Alice Finch.

Almost bankrupt at one point, the company redeemed itself by querying users and listening to their ideas.  Thrugh this film we meet many of the AFOL and master builders who submitted ideas that the company adopted.  In some cases these fans developed and marketed their own theme kits thus proving the economic viability of such products.

There are also many in-house developers who actually get paid to play with Legos.  Their enthusiasm and creativity go unchallenged until we see them at onr of the many Lego conventions, where the in-house developers compete against ther AFOLS.

While popular themes and fracnchises are pushed in the film, there are many that are simply omitted, which is a failing of the film.  However, this isn't supposed to be a marketing tool (although parts play that way) and basically it's enjoyable throughout.

After seeing this film you may want to work for Lego and if that doesn't materialize, then you may become an avid AFOL.