The Black Mirror effect: decoding Banijay’s blueprint for live IP expansion
Insights from Banijay Live CEO Francois de Brugada
Global production powerhouse Banijay has long been lauded for its huge stable of TV formats.
Now it’s leveraging its powerhouse catalogue into the booming experiential live entertainment market.
First out of the block is a premium immersive experience based on the Netflix hit dystopian anthology Black Mirror, due to be followed by another of its big shows - more on that later.
Getting an IRL version of a fan favourite wrong by producing a low quality immersive show can result in a consumer backlash and taint a brand - even if the show was unlicensed. In 2024 two events not affiliated with the rights holders hit the headlines for the wrong reasons: Willy Wonka-based Willy’s Chocolate Experience and a Bridgerton-themed ball in Detroit.
But get it right and fandoms, keen to step inside the story of a show that they love, will turn up in droves.
Banijay’s fledgling division Banijay Live is behind The Black Mirror Experience and not only produces the experiences - rather than licensing them as All3Media did with the Traitors Live Experience and a Race Across the World Experience - it also owns companies that make blue chip events such as the opening ceremonies of the current men’s football World Cup.
With the post-covid boom in consumers wanting collective experiences and analogue connection away from social media, anyone creating screen IP now has to think of the live element.
But if you’re keen to bring some of your catalogue to life, what is the best selection strategy?
And how can you create not just a good event but a multi-territory business model that doesn’t compromise the on-screen brand’s integrity?
This week, Banijay Live’s CEO Francois de Brugada tells us how.
So read on to find out:
How to identify which television IPs is right for real-life experiences
Which of Banijay’s premium IP is due to be turned into a live experience next
The strategy behind getting a creator’s blessing for an unwritten ‘episode’
How to unlock partnerships
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