×
You will be redirected back to your article in seconds

Paget, Haas launch Extension PR

Initial client roster includes Arad Prods.

Publicists Matt Paget and Michael Haas have ankled Rogers & Cowan to launch Extension PR to rep entertainment projects, as well as brands and sports leagues looking to tie in with Hollywood.

Firm’s initial client roster includes Arad Prods., run by Avi and Ari Arad, the father-son team behind Sony’s upcoming reboot of “Ghost Rider” and the adaptations of the videogame franchises “Uncharted,” “Infamous” and “Mass Effect.” Avi Arad formed Marvel Studios, through which “Spider-Man” was first produced.

Venture is being backed by NFL player Keith Bulluck.

Paget and Haas will focus on helping consumer brands and sports orgs pair up their products, athletes or teams with TV shows, films and celebrities and various new-media platforms in ways that will expand their exposure with fans and new audiences.

“When we say crossover PR, we don’t mean forget about a brand’s traditional audience but, rather, we help clients create an overall strategy that simultaneously embraces their roots and reaches new target groups by treating them as distinct, yet complimentary efforts,” said Paget, who will serve as managing partner of Extension PR with Haas.

Popular on Variety

The two already had been working on similar deals while at Hill & Knowlton, where they met in 2004, and more recently at Rogers & Cowan, where they reunited to work with Coca-Cola and General Mills’ products, Lamborghini, Ford Motor Co., Captain Morgan, the PGA Tour and NASCAR.

“Earned media gives consumers a credible outlet for connecting with brands,” Haas said. “As the most trusted and unbiased marketing platform available, we’re seeing the world’s top brands move their focus to PR as a primary tool for reaching new customers.”

More Film

  • Kevin Hart, Dwayne Johnson, Jack Black

    Box Office: 'Jumanji 2' Levels Up With $60 Million Debut, 'Richard Jewell' Stumbles

    It’s shaping up to be a merry holiday season for “Jumanji: The Next Level.” Sony’s adventure sequel debuted in first place to $60.1 million, dethroning “Frozen” after three consecutive weeks as box office champ. Those ticket sales, at the higher end of industry projections, represent a healthy jump on its predecessor, 2017’s “Jumanji: Welcome to [...]

  • My Zoe

    'My Zoe': Film Review

    There are two films in Julie Delpy’s ambitious, sharply-made but unbalanced “My Zoe.” There’s the scabrous relationship melodrama, about bitter exes sharing custody of a beloved child, which contains the story’s most potent emotions. And there’s the sci-fi-inflected ethical-dilemma grief movie, which houses its most provocative ideas. Both have much to recommend them, not least [...]

  • Richard Jewell

    The Big Lie of 'Richard Jewell' (Column)

    For a man who was so enraged at the administration of Barack Obama that he spent his 2012 Republican Convention speech lecturing an empty chair, Clint Eastwood has made a number of conventional, level-headed — one might even say liberal — political dramas. Films like “Invictus” and “J. Edgar” and “Midnight in the Garden of [...]

  • Oscar Isaac Star Wars The Rise

    Oscar Isaac Has Never Felt Like a 'Star Wars' Insider

    Unlike his “Star Wars: The Rise of Skywalker” co-stars Daisy Ridley and John Boyega, Oscar Isaac had already established a long and acclaimed acting career before J.J. Abrams cast him as ace X-wing pilot Poe Dameron in 2015’s “Star Wars: The Force Awakens,” including standout roles in 2006’s “The Nativity Story” and 2011’s “Drive,” and [...]

  • Les Arcs to Showcase New Projects

    Les Arcs to Showcase New Projects by Jonas Alexander Arnby, Agnieszka Smoczyńska

    Denmark’s Jonas Alexander Arnby, France’s Alain Gagnol and Jean-Loup Felicioli, and Poland’s Agnieszka Smoczyńska are among up-and-coming directors from across Europe whose latest projects will be presented at the 11th Coproduction Village of Les Arcs Film Festival. This edition of Les Arcs Coproduction Village will showcase a total of 22 European projects spanning 19 countries. [...]

  • Chez Jolie Coiffure

    'Chez Jolie Coiffure': Film Review

    Shortly before the credits roll on “Chez Jolie Coiffure,” a customer in the eponymous hair salon asks her stylist, Sabine, if she has any plans to go home this year. Out of context, this sounds like the kind of standard, empty small talk one often makes while having one’s hair cut: what good movies you’ve [...]

More From Our Brands

Access exclusive content