Hasbro Board Games Go to the Movies
Many of today’s kids would rather slice and dice flying fruit on an iPhone than sit around a game board racing each other to buy Park Place. Brian Goldner, chief executive officer of Hasbro is betting he can revive old-fashioned games by hooking up with Hollywood. Battleship, a Universal Pictures film loosely based on the 69-year-old game of naval strategy, will dock at U.S. theaters on May 18. The movie, starring Liam Neeson and pop singer Rihanna, is a love story (not between the two of them) set against the backdrop of a seaborne alien invasion. While the screenplay may not win many accolades, Battleship has sold more than $200 million worth of tickets in Europe and Asia, where it premiered last month. Under its deal with Universal, the world’s No. 2 toymaker will get about 5 percent of Battleship ticket sales once the studio has recouped production costs.
To continue reading this article you must be a Bloomberg Professional Service Subscriber.
If you believe that you may have received this message in error please let us know.