Thomas Tull just bought himself a fully functioning in-house marketing division. Legendary Pictures announced today that they’ve acquired strategic marketers FIVE33. The LA and London-based company will become incorporated into Legendary. The companies became acquainted earlier this year as FIVE33 were brought on board for marketing on Legendary’s Pacific Rim and the still in production Godzilla. Here’s the release:
Burbank, CA – May 16, 2013 – Legendary Entertainment has announced an agreement to purchase FIVE33, a global marketing company that specializes in developing innovative marketing programs to bring immersive awareness of tentpole movies and intellectual properties to audiences around the world. Through this deal, FIVE33 will now work exclusively with Legendary and its high-profile stable of filmmakers and storytellers to drive awareness of the studio’s brand and suite of properties via worldwide campaigns and multi-platform strategies. The announcement was made by Legendary President and Chief Creative Officer, Jon Jashni and FIVE33 CEO and Founder, Emily Castel.
“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. 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,” said Jashni. “Emily and her team have an innate understanding of Legendary’s brand, and as part of the executive marketing team, they will cultivate what the Legendary entertainment promise means to today’s consumer across multiple platforms and experiences.”
“We’re thrilled to have the opportunity to become part of Legendary’s team, and to extend its product into immersive multi-platform universes,” said Castel. “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.”
With offices in Los Angeles and London, FIVE33 will offer a turn-key strategic marketing and development department that develops programs and experiences for Legendary’s IP. The company will join forces immediately with Legendary showcasing its work at the upcoming Comic-Con International in San Diego.
FIVE33 was founded in 2007 and has designed highly successful multi-platform campaigns for global entertainment Studios including Disney, Universal and Paramount. Their most recent projects include OBLIVION and STAR TREK INTO DARKNESS. The team is currently at work with Legendary for the studio’s upcoming PACIFIC RIM and GODZILLA properties. Through the deal with Legendary, FIVE33 will become fully integrated into the studio and focus solely on Legendary properties.