Emojis just landed a Hollywood studio movie. Now they are headed to television. Undercover Boss producer Studio Lambert is pitching The Great Emoji Challenge, a primetime studio comedy game show in which contestants can win up to $1 million by decoding what emojis stand for.
Originating in Japan, the lovable round-headed little ideograms — used to illustrate/personalize texts, emails and social media posts — have been taking the world by storm, with new images created every day. (FX just launched emojis for its series.) It is an attractive property for producers as there are no underlying rights. In a three-studio bidding, Sony Pictures Animation recently landed an emoji animated movie pitch in a deal nearing seven figures.
The Great Emoji Challenge, which is being taken out in the U.S. and UK simultaneously, comes from Studio Lambert and 405 Productions. It is executive produced by All3Media/Studio Lambert’s Stephen Lambert, Greg Goldman and Eli Holzman 405 Productions’ Richard Joel, and Adam Matalon.