Even with the success of the Lego Movie franchise and Transformers, the push to turn toy lines into movies has not exactly resulted in a load of actual films just yet. That isn't stopping companies trying, with Mattel and MGM setting up development on a live-action adventure based on the View-Master.
Yes, long before we got virtual and augmented reality, the View-Master was a way to enjoy 3D imagery of tourist attractions. Originally launched in 1939 at the New York's World Fair, it gained real momentum in the 1950s and following a licensing deal with Disney which snowballed with other companies getting involved. Mattel nabbed the rights in 1997 and these days, the toys are packed full of smartphone tech.
"Since the 1940s, View-Master has inspired wonder and joy in children of all ages, creating huge opportunities for storytelling," says Mattel head of film Robbie Brenner in a statement picked up by The Hollywood Reporter. "MGM Pictures has tremendous expertise and a proven track record in capturing audiences’ imagination through film, and we’re proud to be partnering with them to bring another Mattel franchise to theaters. This marks another important milestone as we transform Mattel into an IP-driven, high-performing toy company." Translation: "we like money and we hope this makes some".
The last time we heard about this particular gadget spurring development of a movie, it was a decade ago, when DreamWorks and Alex Kurtzman and Roberto Orci's K/O Paper Products company tried to get something moving. No filmmakers are attached to the new effort yet, but they'd better hope that whoever does take it on has some of the creativity of, say, Phil Lord and Chris Miller...
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