SquareOne Ent, the Munich-based independent film and TV distribution company, has acquired European distribution rights to the groundbreaking micro-series, LOVEBITES, from JWTwo Ent., Greif Prods. and Paul Reiser's Nuance Prods. LOVEBITES, which airs with strong ratings on TBS in the U.S. LOVEBITES is an original micro-series that takes an unflinching look at modern love between two newly coupled twenty-somethings.
Looking to capitalize on new media opportunities throughout Europe, the short 2:30 episodes of LOVEBITES are being created specifically to play on a wide array of platforms in the free and pay TV, as well as online and wireless universe.
The series focuses on the romantic and domestic exploits of Max and Katie, a witty and spirited couple who are going through all of life's firsts -- the first kiss, the first sleepover, the first ex encounter, the first co-habitation. Just like many twenty-somethings who are stuck between the carefree college mentality and the seriousness that comes with adulthood, Max and Katie find themselves (and each other!) in a quarter-life crisis. They are still figuring out their careers, their goals and their future together. Viewers get a fresh, modern look at how a young couple goes from sharing the bill to sharing keys ... and how drama-filled new relationships can be.
JWTwo Ent., a division of JWT, owns U.S. rights to the property and is producing it with MAD ABOUT YOU star Reiser. Season One was made possible by Unilever's Sunsilk hair care products. The JWTwo venture is an example of the new initiatives among consumer product makers and their ad agencies to produce original material.
This reflects increasing synergies made by ad agencies and clients in programming through varying forms of advertising and sponsorships. The TV content JWTwo creates correlates with the target audience for the products they are supporting. In the case of LOVEBITES, the hair care brand Sunsilk is on board to specifically reach woman in their 20s. There is no actual product placement in the show, but there is sponsor identification in the credits.
Commenting on the deal, SquareOne president Al Munteanu said, "We're thrilled to be partnering with JWTwo on this exciting venture. This is really uncharted territory for the launch of this type of short format in Europe. We believe the model that has been so successful in the U.S. can be emulated in Europe. LOVEBITES will fully take advantage of the new opportunities to combine entertainment and advertising in a revolutionary fashion across all media. This is one of the only long running micro-series that takes a uniquely multi-platform approach and thereby offers a win-win situation for both media and sponsor."
The deal was negotiated by Munteanu for SquareOne Ent. and JWTwo coo John Garland. Based on its success, a second season of the series is already in production.
SquareOne Ent. acquires motion pictures for distribution in theatrical, home video, television and satellite markets throughout German-speaking Europe. Established in April 2002 by Munteanu, recent successes for SquareOne include the U.S. blockbuster "White Noise," Neil Marshall's horror thriller "The Descent," as well as the theatrical release of "Turistas" and "Captivity."
SquareOne releases its pictures through existing relationships with Universum Film and Sony Pictures Home Ent. for theatrical and video releases, while television rights are handled in-house directly with broadcasters. The company works closely with all German-speaking pubcasters, private cable channels and pay TV.
Based in New York City with offices in Los Angeles, JWTwo Ent. is the studio arm of JWT, the largest advertising agency in the U.S. and the fourth largest full-service network in the world. JWT's U.S. clients include Ford, Domino's, Estée Lauder, HSBC, Kimberly-Clark, Kraft, Merrill Lynch, Nestlé, Pfizer, Rolex, Schick and Unilever, among others. JWT is a wholly owned subsidiary of WPP.
