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Toy giant Mattel joins box office race with Max Steel

Tuesday, July 29, 2014 - 01:46

Mattel, the toy giant behind 'Barbie' and 'Masters of the Universe', attempts to take on the big studios with a cinematic adaptation of its successful toy line, 'Max Steel'. Rollo Ross reports.

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Toy-based films are big box office business. Hasbro's latest 'Transformers' movie 'Age of Extinction' has made nearly 1 billion US dollars worldwide and 'The LEGO Movie' has made close to 500 million dollars. Now, toy giant Mattel are joining the race with a movie adaptation of their popular brand, Max Steel. Bill O'Dowd is the CEO of Dolphin Entertainment who is producing the film alongside the toy maker. SOUNDBITE Dolphin Entertainment CEO, Bill O'Dowd, saying (English): "We think that if we get that right first properly with Max Steel then we can hopefully have success in features." SOUNDBITE Dolphin Entertainment CEO, Bill O'Dowd, saying (English): "Max McGrath is not a superhero unless he has Steel with him, right, the alien that can help him control his own energy. So it gave us a natural entrée to insert humour in to the story. So this is the first, we hope, superhero movie that's really a buddy action comedy." SOUNDBITE Dolphin Entertainment CEO, Bill O'Dowd, saying (English): "Batman, Spiderman, those movies made today are pretty layered. We wanted to try and achieve the same thing with Max Steel which is why we hired Chris Yost. He's a Marvel veteran who wrote Thor 2, just hired to write Thor 3 because you need to have a deep story and a deep mythology to get kids today interested, they want to know that there's more out there than what they're seeing on the screen." SOUNDBITE Dolphin Entertainment CEO, Bill O'Dowd, saying (English): "The Marvel and DC universes are great, I grew up on them as well, and those movies are fantastic but they've been around since we were kids, and I think the opportunity to release a new superhero and say to this generation of teenagers and younger that this is your superhero is something we're excited to do." Whether the movie will match up to the toy's success can only be judged when 'Max Steel' goes on release in January 2015.

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Toy giant Mattel joins box office race with Max Steel

Tuesday, July 29, 2014 - 01:46