How Wrestling is Taking Over the Movies

This summer, the drip-drip of US wrestling's incursions into mainstream cinema under the aegis of World Wrestling Entertainment's in-house movie production arm, WWE Studios, has shown its first real signs of becoming a surge. In August, former WWE wrestler Dwayne "The Rock" Johnson's ascent into legitimate crossover status resumed with the US release of The Other Guys, a Will Ferrell comedy in which Johnson co-stars. And, this month, current ace face John Cena's new film, the WWE-produced Legendary, is also released. As Cena says: "WWE studios has got five movies in the can right now and every one of them has come out ahead of expectations. We have all the channels in place and I think it's going to be a good time for us." At a time when many studios are facing financial pruning, a new and aggressively resourced presence is stalking the multiplex, rippling its perma-tanned pectorals. Wrestling wants in.

WWE has stealthily pursued its move into cinema ever since the foundation of its Los Angeles-based production arm in 2002. "We saw this as a broadening and a natural extension of the entertainment business we're already in," says Andrew Whittaker, WWE executive vice-president. "It is natural for WWE superstars who are already well known in 149 countries to extend their brand status around the world. Nine films planned for release gives you as clear an indication as you need of our ambition."...More?

source: guardian.co.uk