Since launching the integrated brand management company Elastic Rights two years ago in Spain, Ignacio Orive has been busy signing multimedia partners for his diverse slate of projects and selecting new properties to represent in the Iberian and Italian markets. Animated properties he is taking to MIP-TV include FLASH KICKER, and CAILLOU.
At MIP-TV, Elastic Rights will be based on the Spanish producers stand FAPAE/ICEX, R31.29.
Orive strives to position his company apart from traditional TV distribution companies. Elastic Rights is not just about placing a show on TV and moving on to the next deal explains Orive. We adopt a longer-term philosophy which involves setting up a marketing platform, building the brand and launching a property consecutively across all media. Elastic Rights works closely with strategic local partners, such as theatrical, TV, home entertainment, licensing, publishing and Internet companies, to add value to each show.
The long-running animated football series FLASH KICKER (180x30, produced by Enoki Films) is proving a winner for ER. At MIPCOM, ER signed a deal with Portuguese media company Lusomundo for TV and home entertainment rights. Now the series is pulling in strong ratings on leading private Portuguese network SIC.
Building on the brand awareness generated from the TV series and capitalizing on the current football mania surrounding Eurocup 2004, a major video campaign for FLASH KICKER is due to be launched in Portugal from March to July 2004. Then the toy campaign is set to roll out in September, followed by sales promotions, newspaper tie-ins and merchandising campaigns.
Starring flamboyant football hero Captain Tsubasa, FLASH KICKER follows the victories, the defeats, the injuries and the heartache of life on and off the football pitch.
Also performing well for ER is the classic pre-school animated series CAILLOU (46x30) produced by CINAR. ER, which handles rights for Spain (all media) and Portugal (all media excluding TV), now has the show on air on La 2 (TVE/Spain) and RTP2 (Portugal), and is rolling out video, publishing, merchandising and toy campaigns. Spanish and Portuguese Websites are also being developed to support the growing fan base. Further episodes of CAILLOU have been scheduled for late March 2004 on TVEs main lunchtime kids slot, os lunnis.
A new show for ER is Gente di Notte (4x60) a quirky, late night reality series, which tracks the night in the life of four different people ranging from a night club bouncer to a nurse on night shift. ER also handles live-action shows and documentaries, as well as feature films.
Madrid-based Elastic Rights (www.elasticrights.com) was set up in September 2001 by Orive, former commercial md of animation house BRB Internacional (Spain). The company handles multimedia rights for a carefully selected catalog of projects ranging from animation to live action, targeting children, youth and family audiences, primarily in Spain, Portugal and Italy.