Sing 2
Directed by Garth Jennings, Christophe Lourdelet
Written by Garth Jennings
Starring Matthew McConaughey, Reese Witherspoon
Release Date December 22nd, 2021
Sing 2 is a synergistic brand extension for the Sing I.P owned and perpetuated by Universal Pictures and the animation brand Illumination whose previous brand extensions include Despicable Me and The MinionsI.P. The goal of Sing 2 is to maximize the visibility of the known I.P Sing into a viable franchise for future capitalization. Box office tracking thus far indicates that Sing 2 will be a quick win for Illumination, well above their budget pain point.
The Sing 2 I.P is being perpetuated further by including the brand of Matthew McConaughey, a well known product who, along with Reese Witherspoon and Scarlett Johannson, has proven to move the needle in the past for Illumination. In this brand extension, McConaughey returns to the role of music impresario, Buster Moon, owner of the Moon Theater. In the initial brand extension, Sing, Buster held a contest to find new talent. In this further brand extension, Buster is looking to take his new acts on the road.
Find my full length review at Geeks.Media, linked here.
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