Percentery inks with Dreamtime, deal will help H'wood gain access to NASA info
Endeavor is trying to make space cool again.In an unprecedented deal, the tenpercentery has inked to represent Dreamtime Holdings Inc. — founded out of a pact with Excite@home, Lockheed-Martin and Omnicom — which last week secured exclusive access to NASA’s archives of thousands of never-before-seen space images (including those shot from the Hubble Space Telescope and satellites as far back as 1959), sounds, documents, blueprints, 3-D models and plans. Library is valued in the hundreds of millions of dollars and is estimated to be one of the largest in the world. “I’ve always felt that the imagery in our archives were of some value beyond our own,” said Joe Rothenberg, associate administrator at NASA for spaceflight, the agency’s No. 2 official. “We had no idea what to do with it or how to make it accessible. As far as the entertainment industry, that is what attracted us to the deal.” Endeavor will manage Dreamtime’s ventures in all areas of entertainment, including television, motion pictures, documentaries, theme park rides and new media that require space footage or NASA-related materials. Move will not only open up NASA’s archives to the Hollywood community but create a new revenue source for the often cash-strapped government agency as well. Through its deal with NASA, Dreamtime, based out of NASA’s Ames Research Center, will create Internet portal Dreamtime.com, to offer high-definition television coverage of activities aboard the International Space Station and on shuttle missions by installing HDTV cameras on shuttles and other NASA ventures. Dreamtime is currently prepping to digitize all of NASA’s archives. Dreamtime.com could launch as early as in the next six months. NASA’s archives have previously not been available to the entertainment creators, with many programs, including documentaries and HBO’s “From the Earth to the Moon” miniseries, reliant on the same limited public footage. “We’re proud to be partnered with NASA in this historic undertaking,” said Bill Foster, Dreamtime’s chairman and CEO. “To us, space is a great adventure and this is the perfect marriage of high tech and emotion. Hollywood knows how to make stuff, but they need the stuff to make it with. It’s education that we’re most concerned with, though.” Carleton Ruthling, with experience in satellite telecommunications, cable TV and interactive TV ventures, has been tapped prexy and chief operating officer. In the 1998 Commercial Space Act, Congress declared commercial utilization to be one of the primary goals of the U.S. Space program, with space imagery identified to be one of the most potentially commercial uses.
Follow @Variety on Twitter for breaking news, reviews and more