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Lionsgate acts on Bratz feature

Studio plays with live-action pic

Lionsgate has picked up domestic distrib rights to the first live-action feature based on the popular Bratz fashion dolls.

Deal is just one component of a larger pact struck with consumer entertainment products conglom MGA Entertainment, home of Bratz. Lionsgate also is getting exclusive North American home entertainment rights to Bratz animated pics that will be direct-to-DVD releases.

Theatrical feature “Bratz: The Movie” will begin production in February, with Sean McNamara (“Raise Your Voice”) directing from a script by Susan Estelle Jansen (“The Lizzie McGuire Movie”).

Crystal Sky Pictures is financing and producing the live-action feature with former Marvel Studios topper Avi Arad and MGA.

Film’s storyline will follow four teenage girls who come from different social and economic backgrounds. Looking to empower themselves, they reject their respective high school cliques by banding together and calling themselves Bratz.

Producers are MGA’s Isaac Larian, Crystal Sky’s Steven Paul and Arad. Crystal Sky prexy Benedict Carver is exec producing.

The first direct-to-DVD title, “Bratz Fashion Pixiez,” is due out in the spring. MGA Entertainment will support the release of “Pixiez,” as well as future titles, by introducing doll lines and other toys tied to the movies. The marketing and promotional push also will involve advertising campaigns and cross-promotions.

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