Legendary Entertainment has acquired Five33, a global marketing company that will now work exclusively with Legendary to construct campaigns around Legendary’s movies and intellectual property.
The firm, founded by Emily Castel (below) in 2007, counts a bevy of Hollywood studios as clients, most recently working on Universal's “Oblivion” and Paramount's “Star Trek Into Darkness.”
Five33 was already working with Legendary on both "Pacific Rim" and "Godzilla," and will now function as Legendary's branding and marketing department.
"Emily and her team have an innate understanding of Legendary's brand, and as part of the executive marketing team, they will cultivate what the Legendary entertainment promise means to today’s consumer across multiple platforms and experiences," Legendary President and Chief Creative Officer Jon Jashni said in a statement.
The deal further diversifies Legendary's operations, as the company is already one of the most prominent financiers and producers in Hollywood. Legendary's most recent movie was the Jackie Robinson film "42," which the company also developed, while its next is Zack Snyder's Superman tale "Man of Steel."
Thomas Tull's company has long held a distribution relationship with Warner Bros., which also handles the marketing of their co-productions. There have been many reports about friction between those two companies, however, raising questions about the future of their partership. TheWrap reported earlier this month that Tull was not near a decision about that.
Five33 is based in both London and Los Angeles and will begin working with Legendary properties at Comic-Con in July. Most Legendary films are designed for that audience, and last year Tull appeared on stage to present upcoming films such as "Pacific Rim" and "Godzilla."