Sony Pictures Entertainment Calls on Starlight Runner Entertainment to Extend ‘Men In Black™’ Into Transmedia Space Across Multiple Platforms

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Sony Pictures teamed up with transmedia production company to help extend the intellectual property of the Men in Black franchise across media and merchandise platforms

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As major fans of the Men in Black films, we are thrilled to work with Parkes and MacDonald, Sonnenfeld, Smith, and Sony to expand the story world of the property beyond the films to excite the previously-existing fan-base...

For Men in Black™ 3, which has earned more than $577.3 million worldwide to date, Sony Pictures Entertainment teamed up with Starlight Runner Entertainment, a New York-based production company specializing in transmedia storytelling, to help extend the intellectual property of the Men in Black franchise across media and merchandise platforms, including video games and online.

Under the deal, Sony Pictures consulted with Starlight Runner Entertainment on aspects of transmedia implementation and licensee deals around the Men in Black franchise. As leaders in the transmedia space, the co-founders of Starlight Runner Entertainment Jeff Gomez and Mark S. Pensavalle worked closely with the Men in Black 3 film team, including Will Smith, director Barry Sonnenfeld, producers Walter F. Parkes and Laurie MacDonald, and screenwriter Etan Cohen to implement the application of transmedia storytelling techniques at an unprecedented level of ambition.

Starting with an assessment of the Men in Black brand, Gomez and Pensavalle created and vastly expanded a franchise mythology around the property for licensing and media opportunities by establishing a headquarters, various global precincts, a chain of command, and historical background for the MIB organization. They also outlined a backstory for each of the various alien species and weapons depicted.

“As major fans of the Men in Black films, we are thrilled to work with Parkes and MacDonald, Sonnenfeld, Smith, and Sony to expand the story world of the property beyond the films to excite the previously-existing fan-base while also familiarizing an entirely new generation with the Men in Black universe,” said Jeff Gomez, CEO of Starlight Runner Entertainment.

“As we sought to create a unique buzz and fan engagement around the launch of Men in Black 3, we felt that we had an excellent opportunity to expand the world of Men in Black beyond the film. Starlight Runner’s work on the movie ensured that no matter how fans engage in the world of the Men in Black, they will immerse themselves in a wide-ranging, consistent universe,” said Walter F. Parkes, producer on all three of the Men in Black films.

Gomez and Pensavalle have been credited on products such as the recently released Men in Black™: Alien Crisis video game from Activision Publishing, Inc.

For more information about Starlight Runner Entertainment, visit http://www.starlightrunner.com.

About Starlight Runner Entertainment
Starlight Runner Entertainment, Inc. (http://www.starlightrunner.com) is the world's leading creator and producer of highly successful transmedia franchises, maximizing the value of intellectual properties by preparing them for extension across multiple media platforms. Starlight Runner works with Hollywood studios, video game developers and major brand owners to incubate, develop and produce rich story worlds that quickly reach blockbuster status. Founded in 2000 by Jeff Gomez and Mark Pensavalle, the company's clients include Sony Entertainment (Men in Black 3), Coca-Cola (Happiness Factory), 20th Century Fox (James Cameron's Avatar), Microsoft (Halo), The Walt Disney Company (Pirates of the Caribbean, Tron Legacy), and Hasbro (Transformers). Starlight Runner is now developing and co-producing all-new intellectual properties designed to leverage all forms of digital and traditional media.

About Sony Pictures Entertainment
Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in more than 159 countries. For additional information, go to http://www.sonypictures.com/

Starlight Runner Entertainment Press Contact:
Jennie Kong, VP, Miller PR
Jennie(at)miller-pr(dot)com
323.761.7221

Sony Pictures Entertainment Press Contact:
Steve Elzer
Senior Vice President, Media Relations
310.244.7142
steve_elzer(at)spe.sony(dot)com

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Jennie Kong
Miller PR
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