Sony To Make Tonka Trucks Animated Pic
Sony Pictures has jumped aboard the Hasbro bandwagon that Universal jumped off of. Sony is developing the animated film Tonka, based on the 65-year-old kiddie car brand. The studio announced the arrangement in a press release, with Sony Pictures Animation and Happy Madison Productions producing the movie with Hasbro. Adam Sandler and Jack Giarraputo’s Happy Madison is also producing a movie version of Hasbro’s Candy Land for Sony, and the studio is separately developing Hasbro’s Risk.
Conspicuously absent from the press release is Hasbro’s most recent credit, Battleship, the Universal Pictures summer tentpole wannabe that bore little resemblance to the board game and sank loudly at the box office. Universal has put the majority of Hasbro properties into turnaround — including the priority project Stretch Armstrong as well as Clue; Monopoly; and Magic, The Gathering – a disappointing result for a strategic alliance between the studio and the toymaker’s film production arm made when brands were considered big for studios. It has been hit or miss for Hasbro in Hollywood. While Battleship was a failure, the Hasbro toy line Transformers turned into a billion-dollar franchise by sticking close to the core appeal of the toy and then creating something very watchable onscreen.
Can Sony succeed in the Hasbro brand game where Universal failed? The studio must be getting a better deal than the rich first dollar gross pact that Hasbro got paid by Universal (the film Ouija was dropped by Universal over its $100 million budget, and then was brought back at the studio when it was reconfigured at a $5 million budget). Paramount is going through some turmoil on the other major Hasbro property, G.I. Joe, which had its release date pushed as the studio tries to solve problems on the film. All this means that playing the branding game is perilous for studios, unless there is a definite loyalty to that brand, and a filmmaker like Michael Bay who really knows how to make the movie equivalent of a theme-park ride with the spectacle and the humor. Peter Berg is just not that director. Here’s Sony’s release:
CULVER CITY, Calif., June 11, 2012 – TONKA, the Hasbro brand that for 65 years has stood for its line of toy trucks for children, will bring its TONKA toughness to the big screen in a fully animated motion picture to be produced by Sony Pictures Animation, Hasbro and Happy Madison Productions. The announcement was made today by Bob Osher, president, Sony Pictures Digital Productions, Michelle Raimo-Kouyate, president of Production for Sony Pictures Animation and Brian Goldner, president and CEO of Hasbro. The film will also be produced and developed by Goldner and Hasbro’s senior vice president and managing director of motion pictures, Bennett Schneir and will be written by Fred Wolf.
The new TONKA project strengthens the growing ties between Sony Pictures and Hasbro, following the announcements that Sony Pictures is developing motion pictures based on Hasbro’s RISK and CANDY LAND brands. CANDY LAND is also a Happy Madison project.
Commenting on the announcement, Osher said, “In its 65 years, TONKA has become more than a toy or a brand – TONKA trucks are a rite of passage for kids all around the world. Time spent with these toys creates memories that last a lifetime as kids are inspired to play using the boundaries of their imagination. We look forward to creating a family friendly motion picture that brings the TONKA experience to life.”
Raimo-Kouyate added, “Fred and our friends at Happy Madison and Hasbro have a truly inventive take on what it means to be ‘TONKA tough’ that will translate the multi-generational appeal of this world-renowned brand into a fun animated adventure for the whole family.”
“We’re thrilled to be working with Bob, Michelle, and the amazing team of artists and storytellers at Sony Pictures Animation,” said Schneir. “Together with Happy Madison, we’re excited to bring TONKA trucks to life in a terrific story for audiences around the world.”
One of the most recognized brands in Hasbro’s portfolio, TONKA has been the bestselling toy truck globally since 1947. Giving children real-life, relatable experiences, TONKA trucks help kids learn the confidence to get the job done.
Where’s my Weebles movie? I’ve been waiting for decades . . . .
Represents everything that’s wrong about Hollywood. Feature-length advertising aimed directly at kids.
You’re right. I believe Tonka is owned by Hasbro. So the whole enterprise is likely just a gimmick to sell cheap plastic trucks made in China. Let’s hope the kids don’t fall for it.
This is killing me. So sad.
To all you people bitching about PROMETHEUS, congrats. Here’s a safe movie that you will be able to enjoy.
It’s bound to have a better script than ‘Prometheus’ whatever happens.
I’m not sure if you actually read the press release, but this is a movie by Sony Pictures Animation – you know, the division that handles THE SMURFS, CLOUDY WITH A CHANCE, etc.
This movie will be rated PG and has nothing to do with a film like PROMETHEUS.
After reading through this thread, it seems most have the impression that this is another PG-13 CGI explode-a-thon. It is not.
I am eagerly awaiting Nikki’s post-mortem on this release after it flops and the studio can’t imagine why…
“TONKA trucks are a rite of passage for kids all around the world.”
I assume this will be the theme of the movie?
What happens when you put Suits in charge of ANYTHING.
Sounded great except for the Happy Madison coming aboard. Now it will suck.
Films like Transformers 3 don’t just become the fourth highest grossing movie of all time by just being advertisements. No there is something very watchable and entertaining for a movie to make it past the billion dollar mark. People just knock it because of jealousy. Hollywood tries to imitate it doing rip offs that fail miserably like Battleship. Hollywood thinks they can re create a formula and movies don’t work that way. Entertaining movies find their audience and that’s what so many directors Producers and studios miss the mark in not knowing how to entertain an audience like a Transformer movie.
Films like “Transformers 3″ become high grossing movies because they pander to the lowest intelligence level of movie audiences, who have already been prepped by all the schlock that studios use to dumb down their audiences, so that movies like “Transformers” rise to the top of the dungheap.
So you would be a successful studio executive?
depressing. Tonka Trucks? Really?
oy vey! Sign of the entertainment apocalypse….
We’re one step closer to getting an Oscar-winning indie film about the torrid love affair between Mr. Clean and the Brawny paper towel guy.
We can only hope.