This could be the ultimate in product placement for a plastic product -- a feature film about Lego toys. The Hollywood Reporter's Heat Vision blog is reporting that Warner Bros. is in final negotiations with Phil Lord and Chris Miller -- who were behind Sony Animation's "Cloudy With a Chance of Meatballs" -- to direct a Lego movie. "The plot is being kept under wraps, but it will be an adventure in the Lego world mixing live action and animation," the blog reports. [Rhoda Miel, Plastics News' staff reporter in Detroit, suggests this plot: Two resin pellets meet in the material handling system ... but can their love survive when the evil additives harden his cold exterior?] Seriously, though, Heat Vision reports that the toymakers at Lego are heavily involved with the project:
In order to get the gig, Lord and Miller prepared a presentation that not only had to pass muster with Warners brass but also with execs from Lego, which is extremely protective with its toys and brand and had a significant hand in the process. After winning approval from Warners, they [Lord and Miller] flew up to Bricks by the Bay, the Lego convention in Fremont, to make their pitch to Lego execs. Warners and Lego weren't sure initially if they wanted a live-action or animated movie, and Lord and Miller went with a scenario that incorporated both.Oftentimes negotiations and planning for feature films drags on for many years, so we'll see if Lego actually comes to the silver screen anytime soon. If it does, it could provide a nice boost to the Danish injection molder.