American critics welcome the first ever movie backed by Lego company, simply called "The Lego Movie," as an exciting, energetic, fun-filled subversive and thoughtful. The movie's message celebrating individual creativity and out-of-the-box innovation is both a glaring ad for Lego, and a slap in the face of the corporate sponsor. Market watchers predict The Lego Movie would dominate the box office race in the US, not only this week, but for weeks to come. The movie's theme song, Everything Is Awesome, created by Devo founder Mark Mothersbaugh, is infectious and catchy, and provides a suitable backdrop for the crazy sameness against which the central character Emmet is forced to rebel.

Loading more stuff…

Hmm…it looks like things are taking a while to load. Try again?

Loading videos…