Sugar23 and Fifth Season Launch Brand-Focused TV and Film Studio

Sugar23 and Fifth Season have teamed up to create a brand-focused TV and film studio that aims to co-finance over $100 million in production with brand partners over the next three years. This exciting joint venture will work closely with brands to produce a variety of content, including scripted and non-scripted shows, documentaries, feature films, as well as traditional series and films.

Michael Sugar, co-founder, and CEO of Sugar23, expressed his excitement about this partnership, highlighting the focus on creating entertainment properties that not only resonate with audiences but also create cultural moments for the brands involved. The goal is to bring brands on board as seed investors, allowing them to have a say in shaping the creative and production process from the beginning.

This partnership goes beyond the typical branded content approach, as it aims to produce brand-funded premium entertainment that benefits both the brand and the audience. Chris Rice, co-CEO of Fifth Season, mentioned that the combination of Sugar’s brand expertise and Fifth Season’s global reach will elevate the quality of the productions.

With production hubs in various countries, including the US, UK, Australia, Canada, and Europe, Fifth Season has worked on popular shows like “Severance,” “Tokyo Vice,” “Scenes from a Marriage,” “Life & Beth,” and “Nine Perfect Strangers.” The new studio is looking to move away from the traditional model of integrating brands at a later stage of production and seeks to involve brands more meaningfully in the creative process.

Looking ahead, Sugar emphasized the importance of building strong relationships with holding companies, brands, and agencies within the advertising and brand landscape. The goal is not to disrupt the existing industry but to streamline the process and create a model that benefits everyone involved, including brands, agencies, and Hollywood producers.