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Retail Industry

Studios look to create new classics

DSN Retailing Today, June 7, 2004

Sequels are the ultimate security blanket for studios when it comes to selling movie tickets and merchandise based on a film. It's a tried-and-true formula that's paying off once again this summer with proven commodities like "Shrek 2" and the upcoming "Spider-Man 2."

But hit franchises have to start somewhere, and this year several studios are preparing to launch new properties with hit potential and strong merchandise ties. One of those is 20th Century Fox, which is putting the finishing touches on its animated film "Robots" that's slated for release in March 2005.

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The film is being produced by Blue Sky, the company that created Fox's 2002 hit "Ice Age," and studio executives have high hopes for the robot adventure and its merchandise. "This is shaping up to be our biggest theatrical venture ever in terms of product development," said Peter Byrne, evp of licensing and merchandising for Fox Licensing and Merchandise. "And the response we've received from retailers has been great."

Byrne said the licensing program for "Robots" focuses on key categories like toys (with Mattel as master toy licensee), games and apparel but covers a broad spectrum of merchandise including sporting goods. In addition to being excited about "Robots," Byrne said retailers are happy to see a high-profile film with strong product ties being released in March.

"The competition is so intense during the holidays and will be particularly bad in 2004," said Byrne. "So retailers are glad to see this coming out at a time when they'll have more shelf space."

Another new property that's targeting an off month for its debut is "Shark Tale. "The animated undersea adventure from Dreamworks features the voices of Will Smith, Jack Black and Angelina Jolie and is due out in October.

Consumer Products head Brad Globe said the studio is approaching "Shark Tale" the same way it did with the original "Shrek" by putting a limited amount of merchandise out on the market. "We'll have a few toys with a focus on the interactive plushes," said Globe. "We're looking for ideas and products that connect kids with the personality of the characters."

Disney has several new projects in the works for 2005 and beyond, including a CGI version of Chicken Little. "It's a cute property with a strong cross-gender product program behind it," said Vince Klaseus, general manager and vp of worldwide film franchise marketing for Disney Consumer Products. "We think it's going to make a very broad merchandise statement.

The studio, which already has a complete licensing package for its November animated release "The Incredibles," is also at work on a new version of "Herbie The Love Bug" and a new Pixar film called "Cars" due out in 2005.

Viacom Consumer Products will be showcasing two new properties at the show. The parent company of Para mount Studios has a live-action version of "Charlotte's Web" in production, along with a big-budget production of "John Carter of Mars," which is based on a series of books by "Tarzan" creator Edgar Rice Burroughs.

"It's about a Civil War hero who steps into a platform that puts him on Mars," said Viacom Consumer Products vp of licensing Pam Newton. She said the big-budget film will have special effects on par with "The Lord of the Rings" and is viewed by Viacom as a potential franchise with strong product tie-ins.

Other studios are taking a different approach to establishing new franchises. Both MGM and Warner Bros. are currently working on remakes of older hits and giving them a new look.

MGM just started shooting a new "Pink Panther" movie starring Steve Martin as Inspector Clouseau. The film is due out in summer 2005 and will have merchandise ties based on the classic Pink Panther property and the film's stars.

"In addition to Steve Martin, the cast will have wide appeal with stars like Beyonce and Kevin Kline," said Trish Halamandaris, vp of worldwide marketing for MGM Consumer Products. MGM will also use the Licensing Show to announce the launch of a new initiative to create a line of Pink Panther products for babies and toddlers, which will be a new category for the 41-year-old property.

Warner Bros. is also reviving an older franchise with its new take on Batman. The studio is currently working on "Batman Begins," which is being directed by Chris Nolan (best known for "Memento") and is due out in summer 2005.

And Universal Studios will be courting licensees for its two "monkey projects." The studio will be promoting a live-action version of "Curious George" (due for holiday season 2005) and a big-budget remake of "King Kong" with Peter Jackson ("The Lord of the Rings") directing.

Retail Industry

Studios look to create new classics

DSN Retailing Today, June 7, 2004

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