Why Paramount Will Keep Mining Viacom’s Vaults After Modest ‘Dora’ Movie Box Office

“You have to take your biggest assets, and apply them everywhere you can,” Comscore media analyst Paul Dergarabedian says

Nickelodeon and its younger preschool sibling Nick Jr. once dominated kids cable programming with a long list of iconic shows, including  “Rugrats,” “SpongeBob SquarePants,” “Blue’s Clues,” and “Dora the Explorer.”

Now, as parent company Viacom continues its charge to reposition its movie studio Paramount Pictures toward the top of the heap, the media and entertainment company continues to mine its deep cavern of untapped IP in hopes of returning the studio to iconic status.

The strategy is proving worthwhile, as Paramount’s new film “Dora and the Lost City of Gold” opened this past weekend with a decent box office total of $17 million.

If “Dora” turns out to be even a modest hit, that would be the kind of stepping stone Paramount needs as the studio continues to put together a slate of films to boost its position in Hollywood, according to Comscore media analyst Paul Dergarabedian.

“You have to take your biggest assets and apply them everywhere you can. ‘Dora’ is the perfect example of that,” Dergarabedian…

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Trey Williams

Film Reporter covering the biz • trey.williams@thewrap.com • Twitter: @trey3williams