Brand: Scarface
Source: Hollywoodreporter.com
More than 20 years after its theatrical release, "Scarface" still is considered by some to be the consummate gangster film; over the past decade, the Universal Studios Consumer Products Group -- through its licensing program -- has managed to leverage the popularity of the "Scarface" brand far beyond the film's original cult following.
Today, "Scarface" resonates with a new generation of viewers that relates to the outsider status of Pacino's antihero and finds truth in the message of societal forces that reward -- however fleetingly -- aggression, naked ambition and greed. That youthful embrace has propelled "Scarface" into a marketing juggernaut, with more than 40 licensees in the U.S. alone that make everything from T-shirts, jackets and skullcaps to comic books, money clips and even a die-cast model of a Cadillac, complete with a miniature Tony Montana in his famous white suit and smoking a cigar.
Read more:
Anatomy of a brand: 'Scarface' By Thomas K. Arnold
From gangland to broadband, Universal builds a business around "Scarface."
Brand identity By Thomas K. Arnold
Laying out the lines on a multiplatform hit.
More than 20 years after its theatrical release, "Scarface" still is considered by some to be the consummate gangster film; over the past decade, the Universal Studios Consumer Products Group -- through its licensing program -- has managed to leverage the popularity of the "Scarface" brand far beyond the film's original cult following.
Today, "Scarface" resonates with a new generation of viewers that relates to the outsider status of Pacino's antihero and finds truth in the message of societal forces that reward -- however fleetingly -- aggression, naked ambition and greed. That youthful embrace has propelled "Scarface" into a marketing juggernaut, with more than 40 licensees in the U.S. alone that make everything from T-shirts, jackets and skullcaps to comic books, money clips and even a die-cast model of a Cadillac, complete with a miniature Tony Montana in his famous white suit and smoking a cigar.
Read more:
Anatomy of a brand: 'Scarface' By Thomas K. Arnold
From gangland to broadband, Universal builds a business around "Scarface."
Brand identity By Thomas K. Arnold
Laying out the lines on a multiplatform hit.
Labels: Media Branding Design
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