Producer and talent manager Scooter Braun knows a thing or two about demanding fans — thanks to his massively followed clients like Justin Bieber and Ariana Grande.
But when his latest producing effort, an adaptation of beloved ’80s cartoon “Jem and The Holograms,” was met with mixed reactions over its live action format and contemporary setting, he instinctively relied on patience.
“Seeing the reaction to the film from people who were frustrated at first, I think they will be extremely pleased,” Braun told TheWrap of the movie, which opens on over 2,400 screens nationwide on Friday.
“When I signed, I thought we were making ‘Jem’ in the ’80s. This is a modern day take, a prequel — and I thought, ‘Aren’t we going to get killed for not doing this in the ’80s?’” he said. “When I saw how it came together, though, I knew people would love it. And there are some beloved ’80s stars in it, like Molly Ringwald.”
Braun boarded the project after his friend Jon M. Chu — director of Bieber’s 2013 documentary “Believe — sent a distress call.
“[Jon] was about to start shooting ‘Now You See Me 2’ for Lionsgate, and at the same time decided to do this project as well. He called and said, ‘If I’m going to do this, I’ll need your help.’ We needed all the music in 2-3 weeks,” Braun said of the film, about a girl group that becomes an overnight sensation thanks to social media.
With top-tier music talent at his disposal, Braun “pulled together seven original songs in two, three weeks. It was also going through the script, placing the songs in the right place. We had to cast the girls, get them in the studio. It was this moment like, ‘Here we go.’”
Braun even held his own private focus groups at home, screening the movie for executives from Republic Records and various pals.
“Everyone cries at the end! I think it’s very hard to judge something until you see it for yourself … the core of what ‘Jem’ meant to people — [issues with] fitting in, believing in yourself — is there. For the older fans, it allows them to identify but will bring kids in from a new generation,” said Braun.
Braun’s producer credits also include the 2014 YA adaptation “The Giver” and CBS’ drama “Scorpion.” He’s currently developing an independent film for next year’s festival circuit with all-female talent behind the camera.
“I got approached by a duo, a female director and producer, with this movie and its really amazing. When I heard they were struggling to find financing, we got behind them. I thought to myself, ‘If these were two charismatic guys, people would be lining up to make this.’ We’re hoping to shoot in two months,” he said.
On the music front, Braun is prepping a new single from Grande, the same from Tori Kelly that will drop next week and, of course, a new studio album from Bieber — “Purpose” — that will hit Nov. 13.