Angry Birds bets its nest egg on 3D movie

Voice-over cast member Jason Sudeikis poses with the character of Red at the premiere of The Angry Birds Movie in Los Angeles.
Voice-over cast member Jason Sudeikis poses with the character of Red at the premiere of The Angry Birds Movie in Los Angeles.PHOTO: REUTERS

HELSINKI • Finnish smartphone games maker Rovio Entertainment is hoping to revive the cool of its widely known but ageing Angry Birds franchise, with an animated 3D Hollywood film financed out of its own pocket.

The original Angry Birds, launched in 2009, remains the top paid mobile app of all time. But its creator's fortunes have dwindled after it failed to create new hit games. Last year, Rovio cut a third of its staff, hived off non-core businesses and booked a nearly US$15 million (S$20.5 million) annual loss.

Now the company is pinning its hopes on The Angry Birds Movie, which premiered this week in France and French-speaking Belgium.

"The whole project will have a positive impact on all of our business operations," Rovio chief executive Kati Levoranta said, adding that the company was expecting to return to profits this year. Rovio bankrolled the US$73 million feature film itself.

"It's a question of risk and reward, but it's also about creative control," Mr Mikael Hed, executive producer and chairman of wholly owned subsidiary Rovio Animation co, told Reuters. "The one who pays the bill gets to decide what's in the movie."

The movie expands on the origin story of what made the birds so angry - that green pigs had stolen the birds' eggs.

The characters may have a fresh look, but for its legions of fans, it has plenty of references to the original game where players use a slingshot to fire angry bird bombs at the pigs.

The movie was directed by veteran animators Clay Kaytis and Fergal Reilly, known for their work with Disney and Sony Pictures, respectively. The voice-over cast features Jason Sudeikis, Sean Penn and Game Of Thrones star Peter Dinklage.

Rovio launched a movie-based Angry Birds Action! game sequel last month and has signed up promotional deals with the likes of McDonald's and Hennes & Mauritz.

Sony Pictures is handling the movie's marketing and distribution.

"The challenge for the movie will be to see how loyal those original fans are and whether the movie can bring in new fans to both the movie, and then back to the games," said analyst Jack Kent from research firm IHS Technology.

Ultimately, however, Rovio must find new hit concepts.

"I think Rovio needs to look at alternate properties in order to secure its future," said Mr Steve Bailey, another IHS analyst. "The company can't depend on Angry Birds for much longer."

While many companies have created games out of movies, the reverse approach is less common, outside of a handful of examples including the Tomb Raider and Resident Evil franchises. A movie based on Playstation console game Ratchet & Clank has performed below expectations at the box office since its release last month. The Lego Movie, linked to the 83-year-old line of plastic bricks, however, was a big success in 2014 and helped revive its toy sales.

Movie tracking site boxoffice. com forecast The Angry Birds Movie to score US$43 million at the weekend after its United States opening on May 20, noting that the film is the only fully animated film scheduled to be released this month.

Rovio would not say what its own expectations are, but it is counting on the release to boost its licensing and merchandising business through a string of new deals with companies including toy makers Lego and Hasbro, and Chinese e-commerce giant Alibaba.

REUTERS

•The Angry Birds Movie opens in Singapore cinemas on May 26.

A version of this article appeared in the print edition of The Straits Times on May 14, 2016, with the headline 'Angry Birds bets its nest egg on 3D movie'. Print Edition | Subscribe