×
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

  • Alexander Vlahos (Monsieur/Philippe d'Orléans), George Blagden

    Merged Banijay-Endemol Shine Would Be Global Powerhouse in a Content-Hungry World

    If France’s Banijay Group clinches its proposed purchase of Endemol Shine, which could happen within the next few days, the deal would mark peak M&A in the international indie content world. The MO of both companies is acquiring and aggregating brands and IP, and their union would be the largest ever of its kind on [...]

  • Katie Couric Sheryl Sandberg

    Katie Couric Steamrolls Sheryl Sandberg in Roving Vanity Fair Summit Interview

    Sending a jolt through a luxurious and excessively polite afternoon in Beverly Hills, veteran journalist Katie Couric delivered a relentless series of hardball questions to Facebook chief operating officer Sheryl Sandberg on Tuesday. Speaking in conversation at the sixth annual Vanity Fair New Establishment summit at the Wallis Annenberg Center for the Performing Arts, Couric’s [...]

  • Jussie Smollett

    Judge Refuses to Dismiss Chicago's Lawsuit Against Jussie Smollett

    A federal judge on Tuesday refused to dismiss a lawsuit filed by the City of Chicago, which is seeking to recoup investigative costs from former “Empire” actor Jussie Smollett. Judge Virginia M. Kendall rejected Smollett’s contention that he should not be made to pay $130,000 in police overtime costs, plus $260,000 in damages, because he [...]

  • It Is 'Unlikely’ That PledgeMusic Artists

    It Is 'Unlikely’ That PledgeMusic Artists and Creditors Will Be Paid, Receiver Says

    PledgeMusic, the direct-to-fan marketplace that went out of business earlier this year, was more than $7.4 million in debt when it entered liquidation, and its receiver says it is “unlikely” that artists and others owed money by the company will be paid, according to a report from the bank-appointed receiver. “I do not anticipate that [...]

  • Lori Loughlin

    Lori Loughlin Charged With Bribery in College Admissions Case

    Actress Lori Loughlin and her husband, designer Mossimo Giannulli, were indicted on a charge of conspiring to commit federal programs bribery on Tuesday, in connection with allegations that they paid $500,000 to get their daughters into the University of Southern California. Loughlin and Giannulli already faced charges of conspiring to commit mail fraud and money [...]

  • Gary Newman

    Fox TV Group Alum Gary Newman Joins Attention Capital as Executive Partner

    Former Fox TV Group chairman Gary Newman has joined Attention Capital, the startup venture launched earlier this year by another Fox alumnus, Joe Marchese. Newman and another media biz veteran, Lisa Gersh, were named Tuesday as executive partners of Attention Capital. Newman will focus on acquisition and investment opportunities. Marchese, who previously headed advertising sales [...]

  • Clio-Brand-Storytelling-Award

    Clio Awards, Brand Storytelling Team to Launch 'Storytelling for Good' Award

    Clio, the international advertising awards competition, announced Clio Brand Storytelling, a new program in partnership with Brand Storytelling, a media company exclusively built to support and inspire investment in the practice of brand-funded content. The inaugural Storytelling for Good Award will celebrate branded entertainment and content that promotes or creates awareness for a cause, foundation, [...]

More From Our Brands

Access exclusive content