View Master

Before there was virtual reality (a LONG time before), there was View-Master, the 3D stereoscopic toy which has delighted children for more than 75 years.  Last fall, Mattel announced the formation of Mattel Films, a production studio dedicated to bringing its various playthings to life on the big screen.  Now, the toymaker has announced a ‘View-Master’ movie, in association with MGM.  Mattel’s head of film, Robbie Brenner, and MGM’s co-president of production, Cassidy Lange, will oversee.  No writer has yet been announced.

This is the second project that will be produced by these two entities, along with an ‘American Girls’ film.  Mattel Films also has a ‘Barbie’ movie, starring Margot Robbie, and a ‘Hot Wheels’ flick in the works, in collaboration with Warner Brothers.  Sony has a ‘Masters of the Universe’ movie in development, but that’s been in development for about a hundred years and has passed through the hands of numerous studios and creators, so don’t hold your breath waiting on that.

In a statement, Brenner said:

“Since the 1940s, View-Master has inspired wonder and joy in children of all ages, creating huge opportunities for storytelling.  MGM Pictures has tremendous expertise and a proven track record in capturing audiences’ imagination through film, and we’re proud to be partnering with them to bring another Mattel franchise to theaters. This marks another important milestone as we transform Mattel into an IP-driven, high-performing toy company.”

MGM’s movie president Jonathan Glickman said:

“View-Master was the first device that allowed families all over the world to escape their reality and take them places they never thought they could go. We couldn’t be more excited to partner with Mattel to create a family adventure integrating the old school turn and click stereotypic device with the modern world of virtual reality.”

Believe it or not, Mattel has been trying to get a ‘View-Master’ movie made since 2009.

The first View-Masters were introduced at the 1939 New York World’s Fair.  The toy is still around, but modern models include smartphone integration and virtual reality.

Check back for updates.  Do you think a ‘View-Master’ movie could work?

Source: The Hollywood Reporter