Untitled movie to be based on untitled Mattel toy: This has gone too far.

Posted on 01 June 2009 by Quaid

It appears the Universal pictures is all gung-ho about producing a movie based on a high-profile Mattel toy. Well, they hope it will be high-profile…once they release it.

mattel_28According to Variety, the team behind the Hairspray movie has been tapped to make a musical.  The score will be written by Marc Shaiman and Scott Wittman.

It must be hard to work on a score when you don’t have the name of the toy yet.  That takes real talent…

I think this is a new low.  We all rolled our eyes when we found out Pirates of the Caribbean, a Disney ride, would be developed into a film, and that, against all odds, turned out great.  Then there was the adaptation of the Transformers toy line…that movie made a lot of money and has a sequel on the way.  But to do a simultaneous launch of a movie and a toy, each one based on the other, is a total marketing gimmick.  It’s an affront to the intelligence of the American moviegoer…

And it will probably gross a billion dollars worldwide.

We’ll end with a quote from Tim Kilpin, general manager for Mattel Brands’ Girls, Boys & Games Group, in which he makes no attempt to mask the greedy dollar signs in his eyes…

“This is a new step for us — a real opportunity to launch a new intellectual property on multiple platforms. It has a broad family appeal and the ability to translate as a musical, (in) publishing and (to) other venues.”


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