Relativity Launches Digital Studio Division (EXCLUSIVE)

Roger Mincheff, former Myspace and Fox exec, tapped to run unit focused on branded content

Relativity CEO Ryan Kavanaugh — calling traditional TV advertising a dead-end — is expanding the studio’s digital push with a new unit focused on developing original content for digital platforms on behalf of big brands.

Kavanaugh has recruited Roger Mincheff (pictured, above), former president of Myspace Entertainment and head of branded entertainment at Fox Filmed Entertainment, to run Relativity Digital Studios.

Relativity Digital Studios will create original digital content for major brands. As part of its launch, RDS is working with Relativity partner Major League Gaming in an exclusive arrangement on the company’s first slate of non-gaming programming, and the division also is commencing production on workplace comedy series “Interns,” with an unidentified brand partner.

“Relativity Digital Studios will work across all of our company’s platforms to deliver consumers compelling content whenever and however they want it,” Kavanaugh said in announcing the initiative. “Old television advertising is a dying model. Relativity is not a traditional studio, but a content engine that has the capability to deliver consumers engaging programming and give brands a powerful way to reach consumers.”

SEE ALSO: CES: Ryan Kavanaugh Gives Keynote at Variety’s Entertainment Summit

At Variety’s Entertainment Summit at the 2014 International CES, Kavanaugh advocated for the entertainment biz to shift more quickly to tech developments and changing consumer behavior.

In addition to developing original productions, Mincheff and the rest of the RDS team will work with Relativity’s film, television, sports and fashion divisions to identify digital opportunities for their projects and clients. Mincheff reports to Relativity Digital president Randall Cox, who oversees production of web originals and digital marketing for the studio.

“Ryan has built a company with such an entrepreneurial spirit,” said Mincheff, who is based out of Relativity’s Beverly Hills headquarters. We’re the group that will make content for digital, to really understand the medium.” 

RDS also will look to create non-branded original series, pegged for distribution on Internet-video services like Netflix and Hulu, and also will produce content to support theatrical releases. “We have a very TV-like content model — make compelling content and find the best home for it,” Mincheff said.

Mincheff previously was head of Myspace Entertainment, which was the internal production and entertainment division for original programming and content for the website, which was once a huge social media platform but is now a shadow of its former self. Prior to joining Myspace in 2012, he was at Fox Filmed Entertainment where he led production of branded digital content across the company’s film and television production entities, and was CEO of digital marketing agency Spacedog Media.

Relativity’s other divisions include Relativity Television, which has more than 20 series currently in production; Relativity Sports, which currently represents more than 300 professional athletes; and M3/Relativity, which represents clients across fashion, beauty, style and creative design.

More Film

  • Lion King merchandise

    'The Lion King': Disney Targets Nostalgic Adults With High-End Merchandise

    Does Nala wear lipstick? Probably not, but “Lion King” fans can celebrate the release of the live-action remake with a new line of makeup that’s part of a whole pride of other items themed to Disney’s live action redo. For about $40, the Can’t Wait to Be Queen eyeshadow palette by Luminess Cosmetics includes shades [...]

  • 'Cats' Movie Trailer: Watch Taylor Swift,

    'Cats' Trailer Drops: Watch Taylor Swift, Jennifer Hudson in Movie Musical

    Universal has released the first trailer for its film adaptation of the Broadway play, “Cats,” starring Taylor Swift, Jennifer Hudson and James Corden. Based on the book “Old Possum’s Book of Practical Cats” by T.S. Eliot, the musical follows the Jellicle cats, a family of felines who go before the group’s leader Old Deuteronomy to [...]

  • Yvonne StrahovskiCritics' Choice Awards, Arrivals, Los

    'Handmaid's Tale's' Yvonne Strahovski Joins Chris Pratt in 'Ghost Draft' (EXCLUSIVE)

    “The Handmaid’s Tale” star Yvonne Strahovski is in negotiations to join Chris Pratt in Skydance’s sci-fi pic “Ghost Draft,” sources tell Variety. “Lego Batman’s” Chris McKay is attached to direct. “Ghost Draft,” written by Zach Dean, is about a man drafted to fight in a future war where the fate of humanity relies on his [...]

  • Dreamville Dreamers doc

    J. Cole's Watchful Eye, All-Nighters and Weed: Inside Dreamville's 'Revenge' Doc

    Having the No. 1 project in the country is old hat for J. Cole, but the instant success of Dreamville’s highly-anticipated “Revenge of the Dreamers III” collection, which features collaborations with more than 25 artists, writers and producers (among them: Cozz, Omen, Bas, J.I.D., EarthGang and Ari Lennox), took many by surprise. The first installment [...]

  • The True Adventures of Wolfboy

    Karlovy Vary Film Review: 'The True Adventures of Wolfboy'

    Most teenage boys would kill for a few whiskers, but not Paul. At 13, he already has a full face of hair, and his peers treat him like a freak for it. So, too, does Martin Krejčí’s “The True Adventures of Wolfboy,” although the movie argues that perhaps being a freak isn’t such a bad [...]

  • 'Top Gun: Maverick' Trailer: Tom Cruise

    Tom Cruise Drops First Trailer for 'Top Gun: Maverick' at Comic-Con (Watch)

    Tom Cruise made a surprise appearance at San Diego Comic-Con on Thursday to hype the forthcoming “Top Gun: Maverick” and receive mass adoration from Hall H. “I felt it was my responsibility to deliver for you,” Cruise told the crowd, tugging local heartstrings by reminiscing on the original “Top Gun” shoot in Downtown San Diego. [...]

More From Our Brands

Access exclusive content