×
You will be redirected back to your article in seconds

Legendary Entertainment Buys Marketing Agency FIVE33

Five33 to now work exclusively on Legendary campaigns. Former clients included Disney, Paramount, Universal.

Legendary Entertainment plans to buy its own marketing agency, announcing an agreement on Thursday to buy FIVE33, which would focus exclusively on Thomas Tull’s growing slate of internally developed and mostly financed films like “Pacific Rim” and “Godzilla.”

Over the past several years, FIVE33 has specialized in helping studios eventize their films around the world through experiential marketing campaigns. In 2011, it built a massive pirate ship at Hollywood & Highland and ships in a bottle for malls on the east coast to hype Disney’s “Pirates of the Caribbean: On Stranger Tides.”

SEE ALSO: ‘Godzilla Encounter’ Teases Return of Japanese Icon on Big Screen

In fact, Disney was one of the agency’s larger clients, which also have included Paramount and Universal, for which it worked on “Star Trek Into Darkness” and “Oblivion.”

But the Legendary deal will now have FIVE33 build awareness around its new owner’s tentpoles, hyping them around the world and across multiple platforms.

FIVE33 certainly has a lot to work with. Legendary’s upcoming projects include fantasy tale “Seventh Son;” “Warcraft,” based on the “World of Warcraft” videogames; Warren Ellis’ “Gravel;” “Mass Effect” also based on the game; and Guillermo del Toro’s thriller “Crimson Peak.”

“Legendary now has a world-class strategic marketing team and contributor who will be accretive to our ongoing effort of delivering high-quality content to audiences everywhere,” said Legendary president and chief creative officer Jon Jashni. “FIVE33’s unique skill set and pedigree will be of enormous benefit to Legendary as we deliver the full potential of our brand experience and IP slate.”

Timing also comes as Legendary is considering parting ways with Warner Bros., for which it has co-produced and co-financed tentpoles since 2005, starting with “Batman Begins.” FIVE33 would give the company its own marketing division it can rely on to produce marketing campaigns rather than rely on a studio’s team that is distributing its films.

Financial terms of the deal were not disclosed. FIVE33, which originally opened its doors in London, operated as a privately held company.

Emily Castel founded the firm in 2007. She will remain with the company, which also operates an office in Venice, Calif.

FIVE33 already is developing promos for “Pacific Rim” and “Godzilla,” which will be shown off at Comic-Con International in San Diego.

“We’re thrilled to have the opportunity to become part of Legendary’s team, and to extend its product into immersive multi-platform universes,” Castel said. “We look forward to extending the lifespan in the market for Legendary properties, and maintaining the integrity, creative vision and consistency of all satellite products.”

More Biz

  • The line of scrimmage between the

    How to Watch Rams vs. Saints Online - NFC Championship

    The conference championships are set to take place Saturday, Jan. 20 ahead of Feb. 3’s Super Bowl LIII, with the top two teams in each the AFC and NFC conferences going head to head. The first game, the Los Angeles Rams against the New Orleans Saints, is set to begin at 3:05 p.m. ET at [...]

  • MAGA Teens Taunting Native American Elder

    MAGA Hat-Wearing Teens Harassing Native American Elder Spark Condemnation From Hollywood

    The Internet erupted in outrage Saturday after a video of young men wearing MAGA hats and attempting to intimidate a Native American man at the Indigenous Peoples March in Washington D.C. went viral. The march is taking place amid the government shutdown, which is nearing the one-month mark and has interfered with many Native Americans’ [...]

  • Leonard Klady Dead: Film Journalist Was

    Leonard Klady, Veteran Film Journalist, Dies at 67

    Leonard “Len” Klady, a former Variety reporter and critic who most recently worked for Movie City News and Screen International, has died. His wife, Beverly Walker, said he had been diagnosed with cancer in November.  Klady was born in Winnipeg, Manitoba and graduated from the University of Manitoba. He was a founding member of the [...]

  • Jordan Feldstein

    Roc Nation Seeks $11 Million From Insurer in Jordan Feldstein's Death

    Roc Nation filed a federal lawsuit Friday seeking $11 million from its insurance carrier following the death of Maroon 5 manager Jordan Feldstein. Roc Nation, a joint venture of Jay-Z and Live Nation Entertainment, partnered with Feldstein’s Career Artist Management in 2016. At the time, Roc Nation says it took out a “key man” life [...]

  • Walt Disney HQ LA

    Disney Unveils Financial Data for DTC Unit, Sets April 11 for Investor Presentation

    Disney has rejiggered its business segments for earnings reporting to make room for the new unit housing its global streaming operations. Disney on Friday released restated earnings for fiscal 2018, 2017 and 2016 to give investors and financial analysts better visibility into its spending on the launch of the Disney Plus, ESPN Plus and other [...]

  • R. Kelly

    R. Kelly Dropped by Sony Music

    Sony Music has decided to dissolve its working relationship with R. Kelly, Variety has learned. No external announcement of the move is planned in the immediate future, says a source, who added that the company took its time to wade through the issues “responsibly” and avoid legal ramifications. R. Kelly was removed from the RCA [...]

More From Our Brands

Access exclusive content