Authentic Studios hopes this weekend’s release of Baz Luhrmann’s new documentary EPiC: Elvis Presley in Concert is just the beginning.
Variety first reported the news in December 2024, shortly after the success of the Elvis biopic, that Luhrmann was partnering with Authentic to produce a documentary about the King of Rock and Roll, centered on unseen footage and recordings of Presley unearthed during production of the film starring Austin Butler.
As EPiC opens this weekend, Authentic Studios, the production arm of Authentic Brands Group, currently the world’s second-largest intellectual property licensor, is mining its assets for other occasions, such as Muhammad Ali and Marilyn Monroe nearing their 100th birthdays.
The bio-sports drama “The Greatest,” starring Jalen Best, Giovanni Ribisi and Omari Hardwick, has already begun production for Prime Video from Amazon MGM Studios and producers including Michael B. Jordan. Prime Video is also in pre-production on another project based at Authentic’s Barneys New York facility, led by Josh Schwartz and Stephanie Savage under a new deal with Amazon MGM Studios.
Recent authentic projects include HBO Max’s “Surviving Ohio State” (based on a story in Sports Illustrated), Prime Video’s “Iv3erson,” Netflix’s “Power Moves” and the Emmy Award-winning “Beckham.” Authentic Studios was founded in 2023 and consists of four production units: David Beckham’s Studio 99 (run by President Nicola Howson), Shaquille O’Neal’s Jersey Legends, Authentic Productions and SI Studios.
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Authentic Studios president Colin Smeaton said Authentic moved into production after the release of the Elvis movie, saying, “It was great because we were actually a guest of Warner Bros. and this is our intellectual property.” “We realized that these are not just one-off projects. These are brands that we own, that we care about, and that we’re spending a lot of money on, and we thought we should be more involved in creating and producing engaging content around them.”
Smeeton noted that while much of Authentic Studios’ early work was in the unscripted space, Authentic is seizing “this incredible opportunity” in scripted as it continues to buy IP for three to four brands a year. “We’re very focused on who we partner with and the brands we partner with, because that’s really important to where we want to go as a studio.”
Corey Salter, Global President of Entertainment, added: “It has been incredibly rewarding to watch Authentic Studios grow from a concept to a fully realized entity in 2022 and beyond, far ahead of schedule… The global release of iC is an example of Authentic’s evolution from a traditional licensing business to a full-service content house.”This full-circle moment serves as a blueprint for our portfolio of living legends, icons, and brands. ”
