Universal Pictures has announced a six-year partnership with Hasbro to produce at least four feature films based on branded properties. Examples of such properties are ‘Monopoly’, ‘Candy Land’, ‘Battleship’, and ‘Stretch Armstrong’. As we know, Ridley Scott is currently defying logic and working on bringing Monopoly to the big screen through his company Scott Free. I only vaguely remember Stretch Armstrong, but I’m pretty sure he was just a rubber doll that stretched. Mr. Fantastic does that and in FANTASTIC FOUR 2 he divides his time between kicking ass, macking on Jessica Alba and grooving with a ton of hot chicks, and I still wasn’t impressed. I’m not sure what Armstrong could do that would both interest me and could be stretched (zing) over an hour and a half. Universal chairman and co-chairman Marc Shmuger and David Linde said “This deal gives Universal access to some of the greatest brands in the world… Hasbro’s portfolio of products has tremendous emotional resonance with children and adults. They offer an exciting opportunity for us to develop tentpole movies with built-in global brand awareness, which is a key component of our slate strategy.” Good idea? Bad idea? Care?
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