Production company has acquired the rights to the decorative planter that was made popular via TV commercials
Hollywood has turned many television shows into film franchises, but the producers of Lee Daniels’ The Butler and The Ides of March are hoping there's an audience for commercials as well – and they're starting with one of the oddest possible choices.
Rakia Media has acquired the media rights to the Chia Pet brand, with plans to turn it into an animated feature film or animated series. Rakia is an IP holding company owned by writer and producer Adam Jay Epstein and producers Ari Daniel Pinchot and Jonathan Rubenstein, who have a long history in filmmaking.
“The Rakia Media and Crystal City team is actively exploring strategic partnerships and collaborators to fully realize the commercial and storytelling potential of the Chia Pet franchise,” the company said via a statement.
Chia Pets have been around for more than 40 years and came to pop culture prominence via a series of commercials. Starting in 1977, the ads (with an earworm of a jingle – you're likely singing “Ch-ch-ch-chia!” in your head right now) showcased terracotta planters, which range from a hedgehog to painter Bob Ross. Customers apply chia sprouts to the planters, which grow to resemble fur (or in the Ross planters, a fluffy afro of hair).
How does a planter translate to a film? That's a very good question, for which there is no known answer at this time. That said, when Warner Bros. announced it was going to make a film based on the Barbie toy line, people were similarly skeptical.
That film went on to be critically acclaimed and even nominated for an Academy Award for Best Picture.
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