Ryan Reynolds and George Dewey’s Maximum Effort Businesses Reunite

In an exciting development for the entertainment industry, the Maximum Effort film and TV studio is reuniting with its brand marketing counterpart. This comes after the marketing division was sold to the advertising platform MNTN in 2021, as reported by a source familiar with the transaction to The Hollywood Reporter.

Collaboration Continues

The new agreement will allow MNTN and Maximum Effort to collaborate through a services agreement, with Reynolds continuing his role as Chief Creative Officer at MNTN.

“Four years ago, when Maximum Effort Marketing became part of MNTN, we always envisioned a day when our marketing arm would reunite with Maximum Effort Productions as an independent entity,” stated a spokesperson for Maximum Effort. “The original agreements were crafted with this future in mind, ensuring we maintain our creative freedom. While we will operate as separate entities, MNTN and Maximum Effort have evolved together and will continue our remarkable creative partnership. We are committed to working closely with Ryan Reynolds in his role at MNTN.”

Details of the Deal

In a recent IPO filing, MNTN revealed plans to sell its stake in Maximum Effort, although the specifics of the arrangement have only just come to light. Sources indicate that this deal will bring the film and TV studio, along with the marketing firm founded by Reynolds and Dewey in 2018, back under one roof.

When Maximum Effort sold its marketing business in 2021, it received equity in MNTN, though the current value of those shares remains unclear. Discussions about re-merging the two companies have been ongoing for approximately nine months, with the IPO filing coinciding with the need to disclose this information. The deal is anticipated to close on April 1.

Creative Ventures

Maximum Effort’s film and TV studio has been behind successful projects such as the Deadpool franchise, Free Guy, IF, Welcome to Wrexham, and Shotgun Wedding. Meanwhile, the marketing agency has crafted engaging campaigns for brands like Aviation Gin, Mint Mobile, and Match.com.

Persons

Ryan Reynolds, George Dewey

Company Names

Maximum Effort, MNTN

Titles

Deadpool, Free Guy, IF, Welcome to Wrexham, Shotgun Wedding

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