TOTAL LICENSING
Paramount’s licensing division – “When we show potential licen-
which has, for the last three years sees the advance footage, they are
been under the umbrella of Nick- really impressed with the strong
elodeon and Viacom Consumer visuals and the modern take on
Products – based out of New York this age-old tale,” said Bartok.
has recently (since February 2007) The Godfather franchise is another
been consummated into a dedi- area of focus for the group as the
cated group under the Paramount Godfather trilogy celebrates its
name once again. The new division, 35
th
anniversary. Before 2-3 years
headquartered on the Paramount ago, there were virtually no mer-
Studios lot in Hollywood com-
before the Nickelodeon/Viacom days,
chandise initiatives for this prop-
prises a team of 25 full-time members
through to some brand new agents.
erty.
of staff, headed by Mike Bartok who
On the international front, Paramount
A videogame release opened the door
spoke to Total Licensing about the re-
Pictures International is a dedicated
to a licensing and merchandising pro-
establishing of the Paramount Licens-
entity for worldwide distribution
gramme that Paramount intends to
ing division and its dedication to the develop fully. “The Godfather trilogy is
licensing of the vast portfolio of in a class of its own in cinematic histo-
the Paramount Motion Pic- ry,” said Bartok. “It already has a
ture Group, including films proven track record for longev-
produced by Paramount ity in the marketplace – the cur-
Pictures, DreamWorks Pic- rent DVD trilogy is one of
tures, Paramount Vantage, the best movie franchises
Nickelodeon Movies and of all time. The iconic style
MTV Films.
giving international agents better
and mood of the film appeals to fans
Paramount
Bartok explained the immediate pri-
integration through local offices.
across a wide spectrum of product
Motion Pictures
orities but also the importance of
The immediate priority for the group
categories, including apparel, accesso-
Group is
tapping into the older films within the
is the upcoming family film, The Spider-
ries, toys, publishing, collectibles, gifts
currently the
portfolio whose licensing potential re-
wick Chronicles, based on the popular
and stationery. Our extensive licens-
number one
mains thus far unexplored.
five-book series of the same name,
ing roster is a critical element of this
studio in terms
There are three
slated for a 2008 re-
evergreen brand, which has ongoing
of market share.
main areas of focus
lease. The live-action
appeal at retail.”
for the new division
film tells the tale of
Aside from these large-scale initia-
- The Spiderwick
the Grace children
tives, the licensing division is focused
Chronicles, Beowulf
and their mother
on variety and the team is looking to
and the Godfather
who move into the
steadily develop licensing programmes
trilogy. The licensing
dilapidated Spider-
for those films that have not yet been
group will be work-
wick Estate only to
developed. Paramount being the old-
ing across all cat-
discover a fantastical
est studio in Hollywood,
egories of merchan-
world of creatures
going back 95 years, can of-
dise including all
and adventures. “Ini-
fer classic films such as It’s
hard and soft good
tial response to this
A Wonderful Life from the
categories, toys and
tent pole release has
1940s, through to the 60s
games, apparel, ac-
been extremely posi-
and 70s with Breakfast at
cessories, collecti-
tive, and our prelimi-
Tiffany’s and Saturday Night
bles, stationery and
nary round of licens-
Fever, to 1980s cult classics
packaged goods,
ing deals is in place,”
such as Top Gun and Flash-
publishing, trading cards and souvenir
said Bartok. The film is being licensed
dance and modern hits like
programs, film clips and stills for all
across all categories, with numerous
Mission: Impossible. In the
commercial uses including advertising
licensees already signed.
words of Mike Bartok, “We
and promotions, and finally, recreation
Beowulf is Paramount’s other focus.
plan to mine the rich library
including branded theme parks and
Slated for release November 2007,
of properties that Para-
resorts, theme restaurants, stage plays
it tells the tale of the Beowulf saga in
mount has and develop the
and live shows, simulator rides and re-
which the warrior Beowulf (Ray Win-
broadest programs we can.”
lated attractions. To this end, Mike was
stone) slays the demon Grendel and
He describes this library as a
clear to state that the new division is
incurs the wrath of its monstrous yet
source that is “untapped but
not just a consumer products group
seductive mother (Angelina Jolie).
with great potential.” The
but a fully developed licensing group.
A number of licensees are already
aim is to gear appropriate programs
Currently Paramount have 12-13 In-
signed.
to the films, for as many in the portfo-
ternational agents on board, from well lio as possible.
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