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New Line finds ‘Mil $ Heroes’

Rosenberg producing comic book pic

CANNES — New Line Cinema will finance a big-budget adaptation of “Million Dollar Heroes,” the latest work from comic book entrepreneur Scott Mitchell Rosenberg (“Men in Black”).

Rosenberg’s Platinum Studios will produce the pic for the studio, which has paid high-six against mid-seven figures for the property.

“Heroes” is the story of two comic book artists who become bitter rivals. The duo adopt the personas of their comic book heroes and wager bets to see who will be the champion on a crime-fighting crusade.

“It’ll be a character-driven feature,” Rosenberg told Daily Variety. “It will deconstruct the mythology of the superhero film by taking that mythology and throwing it into the real world.”

“Heroes” is based on an unpublished comic book created by Rosenberg that will be issued early next year. Platinum and New Line are currently looking for a screenwriter for the pic.

Instant attraction

Rosenberg seduced the New Line execs by showing them early visuals for the project as well as a treatment. New Line prexy of production Michael De Luca and VP Brian Witten were immediately taken with the concept, envisioning it as a potential event franchise. Platinum’s Gregory Noveck was responsible for bringing the project to New Line.

“New Line has developed some of its most original stories from comic book properties,” De Luca said. ” ‘Million Dollar Heroes’ has a fun and original storyline, where real life blends with the comic book genre.”

While running Malibu Comics, Rosenberg published the original “Men in Black” comic book, written by Lowell Cunningham. He also concluded a deal with Sony Pictures for the “MIB” pic. He sold Malibu to Marvel before becoming chairman of Platinum.

William Morris Agency and attorney Steve Saltzman negotiated for Rosenberg. David Alper, senior VP of business and legal, repped New Line.