Want to hear something out-of-this-world? Yes? Good. Here goes: turning toys into feature films isn’t groundbreaking anymore. But Mattel has a way of cranking the dial past “expected” to “did they really just do that?” Case in point: the live-action View-Master movie. Yes, the classic stereoscopic toy that’s been giving kids (and their parents) neck cramps since 1939 is heading to the big screen.
Mattel, in collaboration with Sony Pictures Entertainment and Escape Artists, is dusting off this plastic marvel to give it the Hollywood treatment. Known for transforming reels of tiny 3D images into magical adventures, the View-Master has taken generations of users from the Grand Canyon to outer space with nothing but a flick of a lever. Now, the toy that turned your childhood bedroom into a travel hub is set to embark on its biggest adventure yet: a family-friendly, four-quadrant film.
Robbie Brenner, President of Mattel Films, sums it up perfectly: the View-Master has been a “window to the wonders of the world” and will now morph into a movie offering boundless storytelling opportunities. Meanwhile, Todd Black of Escape Artists says they’ll honor the toy’s legacy while creating a fresh adventure. Sounds like the perfect mix of nostalgia and innovation, which hopefully means we’re getting something closer to Spielberg’s E.T. than a straight-to-DVD cash grab.
And this isn’t Mattel’s first cinematic rodeo. The company has been hard at work churning out movies based on its iconic brands. While Barbie smashed it out of the park earlier this year, Mattel’s also teaming up with Escape Artists on a live-action Masters of the Universe movie. He-Man fans, your time in the cinematic sun is nigh.
Kevin McKeon and Arturo Thur de Koós of Mattel Films will oversee the project, alongside Escape Artists’ Todd Black and a production team whose résumé includes films like Fences and The Pursuit of Happyness. With this much firepower behind the lens, the View-Master might just become the hero you never saw coming—literally, because you were too busy flipping through its reels.
Images: Mattel.
