D2 Holdings <META NAME="ROBOTS" CONTENT="INDEX, FOLLOW">
MGM Text
Home | Our Philosophy | Who We Are | What We Do | How We Work | Biographical Sketch | What People Say | Projects | List of Firsts | Contact Us | Speeches

MGM MOTION PICTURES (1994)

 

After a series of changes in ownership and management; charges of fraud against its owner, Giancarlo Parretti; and a massive sell off of assets, Credit Lyonnais Bank, France, became MGM’s reluctant owner when MGM defaulted on its $1.3 billion loan.

 

By French law the bank had to sell the studio within a fixed period.  With MGM’s market value at an all-time low, a pro-active plan was implemented to reposition studio assets.

 

The bank was not sure exactly what intellectual properties it did or did not own, nor how to exploit the ones they did.  Credit Lyonnais clearly recognized that, in the area of IP exploitation, MGM was lagging behind its competition.

 

MGM’s once proud image had suffered over recent years with a string of less than great films, punctuated by a few box office blockbusters.  The traditional MGM “Leo the Lion” logo had been sold off to MGM Grand Hotels necessitating the creation of a replacement logo.

 

Ted Turner had purchased most of MGM’s motion picture library containing 2,500 of MGM’s most important films.  There was a need to assess the value what was left in MGM’s film vaults.  They were also interested in exploring whether the potential existed to joint venture with Turner in exploiting titles owned by Turner within an MGM, motion-picture-based, mass attraction.

 

The Table of Contents below outlines how the Doultons' addressed the task.  

 

MGM Theme Park and Intellectual Property Exploitation

Business Evaluation

Table of Contents

 

EXECUTIVE REVIEW –OVERVIEW EXPLOITATION INITIATIVE – MGM TRADEMARK AND MGM/UA INTELLECTUAL PROPERTIES

 

SECTION ONE - Intellectual Property Exploitation

 

I.    BACKGROUND

            Dispelling Disbelief

            The MGM Trademark

            Paradigm Shifts

Non-Filmic Revenues

80/20 Revenue Reversal

Typical Royalty and Licensing Fees

Competition

Maximizing Hidden Assets

Legal Issues and Considerations

Current Positioning of Film Properties

Future Positioning of Film Properties

Getting the Lion’s Share

Intellectual Property Trends

The Realities

The Valuation

 

II.  OPPORTUNITY–FORMULATING STRATEGIES – A RANGE OF INTELLECTUAL PROPERTY OPPORTUNITIES

        MGM Broadway Musicals

        Animated Cartoon Exploitation

        Media Transfer (TV/Cinema/Print)

        Beyond Product Placement to Product Seeding

        Big Screen Shopping – 1 800 MGM FILM

        Film/Video Information – 1 800 MGM CLUB

        Marketing Magazine – CLUB CLIPS

        MGM Signature Dinosaurs – Ray Harryhausen

        Second Life for Two Reelers

        Postage Stamps and Related Merchandise

        Current Prop/Costume/Script Merchandising

        Greetings from LEO

        Signature/Event Only Merchandise

        Collectibles

        Photo-Romantica

        Unique Board Games

        Video Games

    • Breaking the Age Barrier
    • The Next Wave
    • Recognizing the Shift

        Movie Games

        MGM and Education

        Location-Based Entertainment

o       MGM’s IP Role to Revitalize Shopping Malls

o       LEO’s Lair – Themed Restaurants

o       LEO’s Mane

o       T&J’s Family Entertainment Center

o       MGM’s All-STAR – Kids Activity Centers

o       Themed Entertainment Attractions

 

III. METHODOLOGY

Leaving Nothing to Chance

Sampling of Potential Asset Categories

Intellectual Properties as a Profit Center

MGM’s Marketing Team From Hell

Targeting MGM IP Customers

Industry Exhibitions

A Potential Exhibit Theme

The Licensing Offer

 

SECTION TWO – An Entertainment-Anchored, Mixed-Use Development

 

I.   RATIONALE

Entertainment-Led, Mixed-Use Development

Themed Attractions as Licensing Vehicles

Opening the Brackets

Seller Beware

 

II.  PROJECT NUCLEUS

An Approach

Total Entertainment Immersion – Not a Studio Tour

 

III. ALTERNATIVE FORMATS

Suburban Format

Urban Format

 

IV. IN-DEPTH PROJECT DESCRIPTION – THAT’S ENTERTAINMENT

Thrills, Yes.  Thrill Rides, No.

Having a Good Time Starts at the Beginning

Free Zone – The Great White Way

The Mad Fascination with Broadway

Schematic Ground Plan

Marking One’s Territory

Focusing Full Attention Upon the Host

West Meets East

The Free Zone

            A Gastronomic Experience

            A Retail Experience

            A Fun Experience

Building Repeat Business

The Paid Entertainment Zone

Event Anticipation

Presentation Experience Themes

Something for Everyone

Corporate Sponsors

The MGM Musical

            Show Boat – Reliving the Experience

            Al the World is a Stage

Scenes from Films – Total Immersion Theater

            19 Examples

Other Methods of Identifying the Site

            7 Examples

Further MGM IPs

The “A” Team

 

V.    LEISURE DEVELOPMENT AROUND THE THEMED ATTRACTION

                        8 Examples

 

VI.   FUTURE INTELLECTUAL PROPERTY APPLICATIONS

                        9 Examples

 

VII. THAT’S ENTERTAINMENT – URBAN FORMAT

            Design and Content Detail

 

VIII. LOCATION

 

IX.   EXPANDED DEVELOPMENT RATIONALE

 

X.    OVERVIEW DEVELOPMENT PLANS

 

XI.   THE LAY OF THE LAND

 

XII.   PRELIMINARY ECONOMIC VIABILITY

 

 

Back to Projects