Fox gets in ring with WWE
UPDATE: Partnership will put new wrestlers in DVD premieres
By Susanne Ault -- Video Business, 2/26/2008
FEB. 26 | UPDATE: World Wrestling Entertainment is hoping to turn its brawlers into Hollywood stars, partnering with 20th Century Fox in a multi-title theatrical and straight-to-DVD deal.
Starting in 2009, WWE will be producing annually at least one theatrical project and up to four made-for-DVD titles for Fox distribution. Best known for its pay-per-view matches and TV series Raw and Smackdown, WWE hopes to expand its brand to feature films.
Genius Products will continue to distribute WWE’s TV-based properties on DVD.
WWE chose to align with Fox for these upcoming narrative efforts based on past success. Fox Home Entertainment’s January 2007 DVD release of theatrical The Marine, starring top-draw wrestler John Cena, is considered one of WWE’s best performers to date.
This latest pact kicks off with next year’s theatrical release of 12 Rounds, starring Cena. Forthcoming straight-to-DVD titles are still being determined. Exact street dates for the initial slate also have not yet been specified.
WWE Films president Michael Lake said that the company’s made-for-DVD projects with Fox will focus on breaking out lesser known WWE wrestlers. Made-for-DVD production budgets will range between $3 million and $5 million. Mostly due to higher special effects spending, theatrical projects can go up to $20 million.
“One of the good things with the direct-to-DVD business is that it allows me to bring on new talent,” said Lake. “These are guys who are being groomed for the future.”
There also is hope that these titles can pattern themselves after Universal Studios franchises American Pie and Bring It On, which have taken on a life of their own as made-for-DVD sequels.
“You can leverage off already known titles and not necessarily use the same actors from the original,” he added.
Lake, who recently joined the company in October, said that WWE will be announcing its first Fox direct-to-DVD feature in the next few weeks.
