Maximum Effort Explained
Maximum Effort Productions, Inc. |
Image.: | Maximum Effort company logo.jpg |
Alt: | The words "Maximum Effort" capitalized in a typeface font with a black hand-drawn "M" above in the center. |
Image Caption: | Logo used since 2020 |
Type: | Private |
Industry: | Film, television, advertising |
Location: | New York City, U.S. |
Founder: | |
Maximum Effort Productions, Inc.[1] 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.[2]
History
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.[2] 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 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]
Film and television production
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,[10] on 2022's The Adam Project, directed by Levy and starring Reynolds, Mark Ruffalo, Jennifer Garner and Walker Scobell,[11] and on 2024's Deadpool & Wolverine, directed by Levy and starring Reynolds, Hugh Jackman, Morena Baccarin, Brianna Hildebrand and Garner.[12]
Maximum Effort Productions projects include the musical Spirited, directed by Sean Anders and starring Reynolds and Will Ferrell.[13]
The company also produces the FX docuseries Welcome to Wrexham.[14]
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.[15] The first original program on the channel is entitled Bedtime Stories with Ryan and premiered June 20, 2023.[16]
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.[17]
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".[18]
Marketing
Maximum Effort Marketing has created ads for Reynolds' brands Aviation Gin and Mint Mobile,[6] films such as Deadpool 2[6] and Free Guy,[19] and for Match.com,[20] R.M. Williams,[21] and the NAACP Legal Defense Fund.[2] 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.[22] [23] A spot for Mint Mobile featured Rick Moranis, in a rare public appearance for the actor,[22] and an advertising stunt for Aviation Gin and Laughing Man Coffee had a faux Twitter war between Reynolds and Hugh Jackman.[6] [23] 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".[24]
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.[25]
The company has gained recognition for its ability to produce ads quickly, an approach Reynolds calls "Fastvertising."[26]
Filmography
Film
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 |
| Society of Explorers and Adventurers[27] | Walt Disney Pictures | Walt Disney Studios Motion Pictures |
| Rachel Nevada[28] | | Paramount Pictures |
| Boy Band[29] | 21 Laps Entertainment |
| Mayday[30] | Apple Original Films, Skydance Media | Apple TV+ |
| Calamity Hustle[31] | Free Association, Persons Attempting | Warner Bros. Pictures |
| Dragon's Lair[32] | Underground Films, Vertigo Entertainment | Netflix |
| Eight Perfect Murders[33] | Regency Enterprises | |
| Gaslight Express[34] | | Paramount Pictures |
| Starter Villain | |
| The Last Disturbance of Madeline Hynde[35] | TKBC | |
| Untitled international heist film[36] | 21 Laps Entertainment, Genre Films | Netflix | |
Television
Notes and References
- Web site: MAXIMUM EFFORT PRODUCTIONS, INC.. Dun & Bradstreet. 20 April 2024.
- News: Ringen . Jonathan . Ryan Reynolds on 'Deadpool,' diversity, and the secrets of successful marketing . September 1, 2021 . Fast Company . August 4, 2020.
- News: Kroll . Justin . Ryan Reynolds And His Maximum Effort Banner Sign First-Look Deal With Paramount Pictures . September 1, 2021 . Deadline . May 3, 2021.
- News: Donnelly . Matt . Ryan Reynolds' Maximum Effort Signs Three-Year First-Look Film Deal at Paramount . September 1, 2021 . Variety . May 3, 2021.
- News: McClintock . Pamela . Ryan Reynolds Names George Dewey President of Maximum Effort Prods. . September 1, 2021 . The Hollywood Reporter . May 16, 2018.
- News: Dan . Avi . Actor Ryan Reynolds' Subversive Startup May Be The Best Ad Agency In America Right Now . September 1, 2021 . Forbes . January 7, 2021.
- News: Grobar . Matt . MNTN Adtech Company Acquires Ryan Reynolds' Maximum Effort Marketing . September 1, 2021 . Deadline . June 23, 2021.
- News: Chan . J. Clara . Ryan Reynolds' Maximum Effort Marketing Acquired by MNTN . September 1, 2021 . The Hollywood Reporter . June 23, 2021.
- Web site: 1 February 2022 . Spangler . Todd . MNTN, Connected-TV Ad Tech Firm That Owns Ryan Reynold’s Creative Agency, Raises $119 Million . .
- News: Fleming . Mike . Ryan Reynolds, Shawn Levy Team For 'Free Guy' At Fox . September 1, 2021 . Deadline . September 28, 2018.
- News: Sneider. Jeff. Ryan Reynolds to Call Mark Ruffalo "Daddy" in Time Travel Movie 'The Adam Project'. September 1, 2021. Collider. November 23, 2020.
- Web site: Conway . Jeff . March 19, 2022 . Ryan Reynolds On How MNTN And Maximum Effort Are Changing The Advertising World As We Know It . limited . live . https://web.archive.org/web/20220319180248/https://www.forbes.com/sites/jeffconway/2022/03/15/ryan-reynolds-on-how-mntn-and-maximum-effort-are-changing-the-advertising-world-as-we-know-it/?sh=259667ed4ae3 . March 19, 2022 . March 19, 2022 . Forbes.
- News: Lovitt . Maggie . First Image for Ryan Reynolds and Will Ferrell's 'Spirited' Features the Pair in a Close Stare Down . September 1, 2021 . Collider . July 6, 2021.
- Web site: Wrexham FC: Welcome To Wrexham By Maximum Effort Productions . July 22, 2022 . The Drum.
- News: Spangler . Todd . Ryan Reynolds' Maximum Effort Gets $10 Million in FuboTV Shares Under First-Look Unscripted Production Pact . March 7, 2023 . Variety . August 8, 2022.
- News: Spangler . Todd . A Pajama-Clad Ryan Reynolds Reads You Bedtime Stories in His First Original Series for Fubo . June 18, 2023 . Variety . June 15, 2023.
- Web site: Spangler . Todd . Ryan Reynolds' Maximum Effort Part of Venture Building 1.2 Million-Square-Foot Studio in Canada (EXCLUSIVE) . variety.com . February 22, 2023 . Variety . 4 October 2023.
- News: Ryan Reynolds strikes deal with S4C to broadcast Welsh shows in US. 26 June 2023. 6 July 2023.
- News: McClintock . Pamela . How Ryan Reynolds Marketed 'Free Guy,' an Original Movie That Kept Getting Delayed . September 1, 2021 . The Hollywood Reporter . August 25, 2021.
- News: Lundstrom . Kathryn . Match's Satan Returns to Wreak Havoc on Big Wireless Customers in New Mint Mobile Ad . September 1, 2021 . Ad Week . April 7, 2021.
- News: Diaz . Ann-Christine . Almost Naked Hugh Jackman Wears Nothing But Boots In This Ad For R.M. Williams . September 1, 2021 . Ad Age . October 1, 2020.
- News: Crook . Jordan . How Ryan Reynolds and Mint Mobile worked without becoming the joke . September 1, 2021 . TechCrunch . November 28, 2020.
- News: Hsu . Tiffany . Peloton's Cringe-y Ad Got Everyone Talking. Its C.E.O. Is Silent. . September 1, 2021 . New York Times . December 9, 2019.
- Web site: Sippell . Margeaux . Satan and 2020 Are a 'Match Made in Hell' in Taylor Swift and Ryan Reynolds' Match.com Ad . The Wrap . December 2, 2020 . September 14, 2022. en-US.
- Web site: Griner . David . Mr. Big Is Just Fine in Ryan Reynolds' Peloton Ad . Adweek . December 12, 2021 . December 13, 2021. en-US.
- Web site: Griner . David . Ryan Reynolds and His Agency President Reflect on the Realities of Fastvertising . Adweek . February 3, 2022 . June 18, 2023. en-US.
- Web site: 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' . live . https://web.archive.org/web/20221014041444/https://www.hollywoodreporter.com/movies/movie-news/ryan-reynolds-making-society-of-explorers-and-adventurers-movie-1235240941/ . October 14, 2022 . October 13, 2022 . The Hollywood Reporter.
- Web site: Kroll . Justin . 2022-09-27 . Paramount Lands Pitch 'Rachel Nevada' From Hannah Hafey And Kaitlin Smith; Ryan Reynolds' Maximum Effort Producing . 2023-02-28 . Deadline . en-US.
- Web site: Kit . Borys . 2023-02-23 . Ryan Reynolds to Star In, Produce Comedy 'Boy Band' for Paramount (Exclusive) . https://web.archive.org/web/20230224122406/https://www.hollywoodreporter.com/movies/movie-news/ryan-reynolds-to-star-in-boy-band-movie-1235332882/ . February 24, 2023 . 2023-02-28 . The Hollywood Reporter . en-US.
- Web site: Kroll . Justin . Ryan Reynolds & Kenneth Branagh To Star In 'Mayday'; Jonathan Goldstein, John Francis Daley Directing Action-Adventure Pic For Apple And Skydance . June 8, 2023 . . June 8, 2023.
- Web site: Kit . Borys . December 1, 2023 . Ryan Reynolds, Channing Tatum Action-Comedy 'Calamity Hustle' Sparks Bidding War (Exclusive) . live . https://web.archive.org/web/20231201230215/https://www.hollywoodreporter.com/movies/movie-news/ryan-reynolds-channing-tatum-calamity-hustle-1235708130/ . December 1, 2023 . December 1, 2023 . The Hollywood Reporter.
- Web site: Ryan Reynolds in Talks to Play Dirk the Daring in Live-Action 'Dragon's Lair' Adaptation. TheWrap. Gonzalez. Umberto. March 27, 2020. March 28, 2020. https://web.archive.org/web/20200328122834/https://www.thewrap.com/ryan-reynolds-dirk-the-daring-live-action-dragons-lair/. March 28, 2020. live.
- Web site: New Regency And Maximum Effort To Adapt 'Eight Perfect Murders' With Harry Bradbeer Set To Direct. Kroll. Justin. Deadline Hollywood. August 16, 2024. August 16, 2024.
- Web site: Lang . Brett . February 8, 2024 . Ryan Reynolds' Maximum Effort Productions and Paramount Pictures Extend First-Look Deal . live . https://web.archive.org/web/20240208175358/https://variety.com/2024/film/news/ryan-reynolds-paramount-pictures-maximum-effort-productions-first-look-deal-1235902022/ . February 8, 2024 . February 8, 2024 . Variety.
- https://www.kftv.com/news/2024/08/06/kenneth-branagh-jodie-comer-thriller-uk Kenneth Branagh thriller starring Jodie Comer begins shooting in the UK
- Web site: Fleming Jr.. Mike. 'Deadpool 3's Shawn Levy Boards Ryan Reynolds Heist Comedy As Director & Producer At Netflix. December 14, 2023. Deadline Hollywood. July 12, 2024.
- Web site: Flula Borg-Hosted Video Game Show Ordered by Fubo, Ryan Reynolds' Maximum Effort Channel (EXCLUSIVE). Maas. Jennifer. Variety. July 17, 2024. July 17, 2024.
- Web site: Haring . Bruce . Ryan Reynolds To Co-Produce Nacelle's 'Biker Mice From Mars' Animated Series . July 21, 2023 . . July 21, 2023.