|What Businesses Can Learn from the Rebranding of Batman|
|News Releases - Business & Economy|
|Written by Ginny Grimsley|
|Friday, 21 September 2012 14:45|
Exec Producer Shares How His Vision Helped
the Dark Knight Take Wing
It’s been more than two decades since Batman was resurrected – rebranded – to the mainstream world, and it’s largely due to a boy and his dream.
“I wasn’t just rejected from every studio in Hollywood; I was emphatically rejected because Batman was known only as a punch line to a joke,” says Michael Uslan, who became one of the highest-grossing movie executive producers of all time with the Batman film franchise. He writes about his personal journey in rebranding his hero to the world in his memoir, The Boy Who Loved Batman (www.theboywholovedbatman.com)
“When I watched the sitcom in 1966, I was both thrilled and horrified – the former because my idol was on TV with a cool car, and the latter because people were laughing at Batman and that just killed me. I knew then that my purpose in life was to show everyone who the Dark Knight really was.”
Uslan reviews some of the reasons the Batman franchise became one of the most successful in film history:
“Branding is absolutely the most important aspect to marketing any product these days,” Uslan says. “We succeeded. I believed 100 percent in a vision that involved my favorite super-hero of all time, a character the world recognized and responded to across borders and even cultures. Batman needed to be presented in a way he’d only been seen in the comic books – as the Dark Knight.”
About Michael Uslan
Michael Uslan, (www.theuslancompany.com), is the Originator and Executive Producer, along with his partner Benjamin Melniker, of the Batman franchise of motion pictures. In his 36 years in the film and television industry, he has been involved with such projects as “National Treasure,” “Constantine,” and countless animated projects. His projects have won Oscars, Golden Globes and Emmy Awards. He is the author of “The Boy Who Loved Batman,” his autobiography, now in bookstores and at amazon.com.
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