To launch his first stand-alone movie, in February 2017 LEGO Batman faced an unlikely foe.

Fifty Shades Darker’s Christian Grey.

A man who was not only a rival handsome millionaire (who also has a secret lair in his house)

But a man who also had a movie launching on the same weekend

With Fifty Shades Darker threatening to steal both Mums AND the 16-34-year-old audience that make up the majority of UK box office revenue (44% of all UK box office takings!), LEGO Batman needed to appeal beyond a family audience.

In partnership with Channel 4, we created Continuity Bat.

Four days of primetime TV where LEGO Batman barged in as a self-appointed station announcer on Channel 4.

This made LEGO Batman feel like part of the channel, not just a movie character advertising his new film.

18 different continuity intros were specially written to introduce Channel 4’s most popular shows.

All recorded by the voice of LEGO Batman himself, Will Arnett

And all specially animated by the movie’s producers, complete with Channel 4 branding.

Across four consecutive days, LEGO Batman introduced 50 primetime Channel 4 shows.

All whilst keeping within strict UK regulations on the distinction between presentation and commercial airtime.

LEGO Batman even took over Channel 4’s official Twitter feed to comment on the shows he’d introduced and responded to tweets from viewers while they were being transmitted.