A month after his exit as President of the Warner Bros Television Group, Bruce Rosenblum has joined Legendary Entertainment as President of newly launched Legendary Television and Digital Media. In his role, Rosenblum will help set up a business model for Legendary’s expansion into television and digital as it plans to produce programming across linear and non-linear “on-demand” platforms globally and pursue global digital distribution of its content for broadband, mobile and emerging technologies. The division will function autonomously, without the backing of a studio as Legendary, a well-capitalized company valued at $3 billion, mulls its next move as its partnership with Warner Bros on the feature side is up at the end of the year.
This represents a much bigger and more ambitious foray into television than Legendary’s first entry into the space in 2011, when the company launched a TV division in conjunction with a development/production deal at Warner Bros Television, the TV studio which was under Rosenblum’s purview. A year and a half later, Legendary opted to proactively end the deal and dissolve the TV division headed by Jeremy Elice, with sources citing Legendary management’s reservations towards the traditional TV development model, which they felt was not for the company, which tends to produce content in non-traditional ways. At the time, Legendary did not shut the door completely and indicated it still intended to enter the TV space, which it is now doing in a major way. I hear Legendary had been looking for the right executive to lead their ambitious expansion in the TV and digital arenas and began talking to Rosenblum when he became available. “Bruce has an outstanding track record in the business, and he will be instantly additive to the team in our efforts to continue to make world-class content for consumers, however and wherever they access that content,” said Legendary’s founder and CEO Thomas Tull, to whom Rosenblum will report.
Rosenblum brings to Legendary nearly three decades of executive experience. Meanwhile, Legendary is coming off yet another tentpole success with the huge opening for Man Of Steel this past weekend.