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 Entertainmen
