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Maximum Effort

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For the song, see Deadpool (soundtrack).
Maximum Effort Productions, Inc.
Company typePrivate
IndustryFilm, television, advertising
Founded2018; 6 years ago (2018)
Founder
HeadquartersNew York City, U.S.[1]
Key people
  • Ryan Reynolds (president)
  • Ashley Fox (co-president)
  • Johnny Pariseau (co-president)
Websitemaximumeffort.com

Maximum Effort Productions, Inc.[2] is an American film production company and digital marketing agency founded by Canadian actor Ryan Reynolds alongside George Dewey. The company name is a reference to a catchphrase from Reynolds' 2016 film Deadpool.[1]

History

[edit]

Reynolds and Dewey launched Maximum Effort in 2018, after having collaborated on the marketing campaign for the first two Deadpool films.[3][4] They worked on a series of successful low-budget ads to promote the 2016 film and its 2018 sequel, which at the time were the highest-grossing R-rated films ever.[1] Dewey, formerly senior vice president of digital marketing at 20th Century Fox and president of digital marketing at Annapurna Pictures, was named president of the company,[5] and Reynolds is creative director.[6]

Maximum Effort's marketing arm was acquired by advertising software company MNTN in June 2021, with Maximum Effort Marketing keeping its name while operating as an agency within MNTN. Reynolds was named MNTN's chief creative officer, and Dewey MNTN's chief brand officer.[7][8] MNTN was founded in 2009 as Steelhouse, rebranding itself in 2021.[9] In September 2024, Bloomberg News reported that MNTN was planning to go public in 2025, with Morgan Stanley to organize its initial public offering.[10]

Film and television production

[edit]

Maximum Effort was one of the production companies on the 2018 film Deadpool 2, directed by David Leitch and starring Reynolds and Josh Brolin,[5] on 2021's Free Guy, directed by Shawn Levy and starring Reynolds and Jodie Comer,[11] on 2022's The Adam Project, directed by Levy and starring Reynolds, Mark Ruffalo, Jennifer Garner and Walker Scobell,[12] and on 2024's Deadpool & Wolverine, directed by Levy and starring Reynolds, Hugh Jackman, Morena Baccarin, Brianna Hildebrand and Garner.[13]

Maximum Effort Productions projects include the musical Spirited, directed by Sean Anders and starring Reynolds and Will Ferrell.[14]

The company also produces the FX docuseries Welcome to Wrexham.[15]

In May 2021, Maximum Effort Productions closed a three-year first-look development deal with Paramount Pictures for all their feature films.[4]

In August 2022, it was announced Maximum Effort will launch a linear TV channel on FuboTV.[16] The first original program on the channel is entitled Bedtime Stories with Ryan and premiered June 20, 2023.[17]

In February 2023, Maximum Effort announced the development of a 1.2 million-square-foot studio to be built in Markham, Ontario, Canada, just outside of Toronto.[18]

In June 2023, it was announced that Maximum Effort had made a deal with Welsh language channel S4C to show six hours of Welsh language programming per week which Reynolds has referred to as "Welsh Wednesdays".[19]

Marketing

[edit]

Maximum Effort Marketing has created ads for Reynolds' brands Aviation Gin and Mint Mobile,[6] films such as Deadpool 2[6] and Free Guy,[20] and for Match.com,[21] R.M. Williams,[22] and the NAACP Legal Defense Fund.[1] One of the Aviation Gin spots went viral, as a spoof on a Peloton holiday commercial that had received significant backlash, with both ads starring the same actress, Monica Ruiz.[23][24] A spot for Mint Mobile featured Rick Moranis, in a rare public appearance for the actor,[23] and an advertising stunt for Aviation Gin and Laughing Man Coffee had a faux Twitter war between Reynolds and Hugh Jackman.[6][24] A video for Match.com went viral at the end of 2020, as it featured Satan dating the year 2020 and debuted Taylor Swift's re-recording of her song "Love Story".[25]

In December 2021, following the release of the Sex and the City revival series And Just Like That..., and the death of Mr. Big on a Peloton bike, shares in Peloton fell. Maximum Effort quickly devised an advertisement for Peloton featuring Chris Noth. Reynolds provided the voiceover promoting the health benefits that cycling can have, and noting that Chris Noth/Mr. Big was still alive.[26]

The company has gained recognition for its ability to produce ads quickly, an approach Reynolds calls "Fastvertising."[27]

Filmography

[edit]

Film

[edit]
Year Title Production partners Distributors
2018 Deadpool 2 20th Century Fox, Marvel Entertainment, Kinberg Genre, The Donners' Company, TSG Entertainment 20th Century Fox
2021 Free Guy 20th Century Studios, Berlanti Productions, 21 Laps Entertainment, Lit Entertainment Group, TSG Entertainment Walt Disney Studios Motion Pictures
2022 The Adam Project 21 Laps Entertainment, Skydance Media Netflix
Spirited Apple Original Films, Gloria Sanchez Productions, Mosaic, Two Grown Men Apple TV+
Shotgun Wedding Summit Entertainment, Lionsgate, Mandeville Films, Belle Hope Productions, Nuyorican Productions Amazon Studios
2024 IF Sunday Night Productions Paramount Pictures
Deadpool & Wolverine Marvel Studios, 21 Laps Entertainment Walt Disney Studios Motion Pictures
2025 Animal Friends Columbia Pictures, Legendary Pictures, DNEG, Prime Focus Sony Pictures Releasing
TBA Society of Explorers and Adventurers[28] Walt Disney Pictures Walt Disney Studios Motion Pictures
TBA Rachel Nevada[29] — Paramount Pictures
TBA Boy Band[30] 21 Laps Entertainment
TBA Mayday[31] Apple Studios, Skydance Media Apple TV+
TBA Calamity Hustle[32] Free Association, Persons Attempting Warner Bros. Pictures
TBA Dragon's Lair[33] Underground Films, Vertigo Entertainment Netflix
TBA Eight Perfect Murders[34] Regency Enterprises TBA
TBA Gaslight Express[35] — Paramount Pictures
TBA Starter Villain[35] —
TBA The Last Disturbance of Madeline Hynde[36] TKBC TBA
TBA Untitled international heist film[37] 21 Laps Entertainment, Genre Films Netflix
TBA Untitled Mighty Mouse film[38] Paramount Animation Paramount Pictures

Short film

[edit]
Year Title Production partners Distributors
2021 Deadpool and Korg React — YouTube

Television

[edit]
Year Title Production partners Network
2020 Don't Banijay Studios North America ABC
2022–present Welcome to Wrexham FXP, Boardwalk Pictures, 3 Arts Entertainment, RCG Productions, DN2 Productions FX
2024 Neon Dimension[39] Fubo Studios, Maximum Effort Channel FuboTV
TBA Biker Mice from Mars[40] The Nacelle Company, Maximum Effort Channel

References

[edit]
  1. ^ a b c d Ringen, Jonathan (August 4, 2020). "Ryan Reynolds on 'Deadpool,' diversity, and the secrets of successful marketing". Fast Company. Retrieved September 1, 2021.
  2. ^ "MAXIMUM EFFORT PRODUCTIONS, INC". Dun & Bradstreet. Retrieved April 20, 2024.
  3. ^ Kroll, Justin (May 3, 2021). "Ryan Reynolds And His Maximum Effort Banner Sign First-Look Deal With Paramount Pictures". Deadline. Retrieved September 1, 2021.
  4. ^ a b Donnelly, Matt (May 3, 2021). "Ryan Reynolds' Maximum Effort Signs Three-Year First-Look Film Deal at Paramount". Variety. Retrieved September 1, 2021.
  5. ^ a b McClintock, Pamela (May 16, 2018). "Ryan Reynolds Names George Dewey President of Maximum Effort Prods". The Hollywood Reporter. Retrieved September 1, 2021.
  6. ^ a b c d Dan, Avi (January 7, 2021). "Actor Ryan Reynolds' Subversive Startup May Be The Best Ad Agency In America Right Now". Forbes. Retrieved September 1, 2021.
  7. ^ Grobar, Matt (June 23, 2021). "MNTN Adtech Company Acquires Ryan Reynolds' Maximum Effort Marketing". Deadline. Retrieved September 1, 2021.
  8. ^ Chan, J. Clara (June 23, 2021). "Ryan Reynolds' Maximum Effort Marketing Acquired by MNTN". The Hollywood Reporter. Retrieved September 1, 2021.
  9. ^ Spangler, Todd (February 1, 2022). "MNTN, Connected-TV Ad Tech Firm That Owns Ryan Reynold's Creative Agency, Raises $119 Million". Variety.
  10. ^ Lipschultz, Bailey; Tan, Gillian (September 29, 2024). "Ryan Reynolds's MNTN Is Said to Tap Morgan Stanley for 2025 IPO". Bloomberg News. Archived from the original on September 27, 2024. Retrieved September 28, 2024.
  11. ^ Fleming, Mike (September 28, 2018). "Ryan Reynolds, Shawn Levy Team For 'Free Guy' At Fox". Deadline. Retrieved September 1, 2021.
  12. ^ Sneider, Jeff (November 23, 2020). "Ryan Reynolds to Call Mark Ruffalo "Daddy" in Time Travel Movie 'The Adam Project'". Collider. Retrieved September 1, 2021.
  13. ^ Conway, Jeff (March 19, 2022). "Ryan Reynolds On How MNTN And Maximum Effort Are Changing The Advertising World As We Know It". Forbes. Archived from the original on March 19, 2022. Retrieved March 19, 2022.
  14. ^ Lovitt, Maggie (July 6, 2021). "First Image for Ryan Reynolds and Will Ferrell's 'Spirited' Features the Pair in a Close Stare Down". Collider. Retrieved September 1, 2021.
  15. ^ "Wrexham FC: Welcome To Wrexham By Maximum Effort Productions". The Drum. Retrieved July 22, 2022.
  16. ^ Spangler, Todd (August 8, 2022). "Ryan Reynolds' Maximum Effort Gets $10 Million in FuboTV Shares Under First-Look Unscripted Production Pact". Variety. Retrieved March 7, 2023.
  17. ^ Spangler, Todd (June 15, 2023). "A Pajama-Clad Ryan Reynolds Reads You Bedtime Stories in His First Original Series for Fubo". Variety. Retrieved June 18, 2023.
  18. ^ Spangler, Todd (February 22, 2023). "Ryan Reynolds' Maximum Effort Part of Venture Building 1.2 Million-Square-Foot Studio in Canada (EXCLUSIVE)". variety.com. Variety. Retrieved October 4, 2023.
  19. ^ "Ryan Reynolds strikes deal with S4C to broadcast Welsh shows in US". June 26, 2023. Retrieved July 6, 2023.
  20. ^ McClintock, Pamela (August 25, 2021). "How Ryan Reynolds Marketed 'Free Guy,' an Original Movie That Kept Getting Delayed". The Hollywood Reporter. Retrieved September 1, 2021.
  21. ^ Lundstrom, Kathryn (April 7, 2021). "Match's Satan Returns to Wreak Havoc on Big Wireless Customers in New Mint Mobile Ad". Ad Week. Retrieved September 1, 2021.
  22. ^ Diaz, Ann-Christine (October 1, 2020). "Almost Naked Hugh Jackman Wears Nothing But Boots In This Ad For R.M. Williams". Ad Age. Retrieved September 1, 2021.
  23. ^ a b Crook, Jordan (November 28, 2020). "How Ryan Reynolds and Mint Mobile worked without becoming the joke". TechCrunch. Retrieved September 1, 2021.
  24. ^ a b Hsu, Tiffany (December 9, 2019). "Peloton's Cringe-y Ad Got Everyone Talking. Its C.E.O. Is Silent". New York Times. Retrieved September 1, 2021.
  25. ^ Sippell, Margeaux (December 2, 2020). "Satan and 2020 Are a 'Match Made in Hell' in Taylor Swift and Ryan Reynolds' Match.com Ad". The Wrap. Retrieved September 14, 2022.
  26. ^ Griner, David (December 12, 2021). "Mr. Big Is Just Fine in Ryan Reynolds' Peloton Ad". Adweek. Retrieved December 13, 2021.
  27. ^ Griner, David (February 3, 2022). "Ryan Reynolds and His Agency President Reflect on the Realities of Fastvertising". Adweek. Retrieved June 18, 2023.
  28. ^ Kit, Borys (October 13, 2022). "Ryan Reynolds, 'Strange World' Writer-Director Qui Nguyen Tackling Movie Based on Disney Theme Park Attraction 'Society of Explorers and Adventurers'". The Hollywood Reporter. Archived from the original on October 14, 2022. Retrieved October 13, 2022.
  29. ^ Kroll, Justin (September 27, 2022). "Paramount Lands Pitch 'Rachel Nevada' From Hannah Hafey And Kaitlin Smith; Ryan Reynolds' Maximum Effort Producing". Deadline. Retrieved February 28, 2023.
  30. ^ Kit, Borys (February 23, 2023). "Ryan Reynolds to Star In, Produce Comedy 'Boy Band' for Paramount (Exclusive)". The Hollywood Reporter. Archived from the original on February 24, 2023. Retrieved February 28, 2023.
  31. ^ Kroll, Justin (June 8, 2023). "Ryan Reynolds & Kenneth Branagh To Star In 'Mayday'; Jonathan Goldstein, John Francis Daley Directing Action-Adventure Pic For Apple And Skydance". Deadline Hollywood. Retrieved June 8, 2023.
  32. ^ Kit, Borys (December 1, 2023). "Ryan Reynolds, Channing Tatum Action-Comedy 'Calamity Hustle' Sparks Bidding War (Exclusive)". The Hollywood Reporter. Archived from the original on December 1, 2023. Retrieved December 1, 2023.
  33. ^ Gonzalez, Umberto (March 27, 2020). "Ryan Reynolds in Talks to Play Dirk the Daring in Live-Action 'Dragon's Lair' Adaptation". TheWrap. Archived from the original on March 28, 2020. Retrieved March 28, 2020.
  34. ^ Kroll, Justin (August 16, 2024). "New Regency And Maximum Effort To Adapt 'Eight Perfect Murders' With Harry Bradbeer Set To Direct". Deadline Hollywood. Retrieved August 16, 2024.
  35. ^ a b Lang, Brett (February 8, 2024). "Ryan Reynolds' Maximum Effort Productions and Paramount Pictures Extend First-Look Deal". Variety. Archived from the original on February 8, 2024. Retrieved February 8, 2024.
  36. ^ Kenneth Branagh thriller starring Jodie Comer begins shooting in the UK
  37. ^ Fleming Jr., Mike (December 14, 2023). "'Deadpool 3's Shawn Levy Boards Ryan Reynolds Heist Comedy As Director & Producer At Netflix". Deadline Hollywood. Retrieved July 12, 2024.
  38. ^ {{cite web|last=Lang|first=Brent|title=Ryan Reynolds' Maximum Effort, 'Free Guy' Writer Matt Lieberman Team With Paramount Animation for 'Mighty Mouse' Movie (EXCLUSIVE)|url=https://variety.com/2024/film/news/ryan-reynolds-free-guy-writer-matt-lieberman-mighty-mouse-movie-1236221984/%7Cdate=November 25, 2024|access-date=November 25, 2024|website=Variety
  39. ^ Maas, Jennifer (July 17, 2024). "Flula Borg-Hosted Video Game Show Ordered by Fubo, Ryan Reynolds' Maximum Effort Channel (EXCLUSIVE)". Variety. Retrieved July 17, 2024.
  40. ^ Haring, Bruce (July 21, 2023). "Ryan Reynolds To Co-Produce Nacelle's 'Biker Mice From Mars' Animated Series". Deadline Hollywood. Retrieved July 21, 2023.
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