Mass Appeal, an urban culture-focused media and entertainment company, has announced the combination of its production arm, Decon, into a fully integrated operation under the flagship Mass Appeal brand. Effective immediately, Mass Appeal will operate as a single entity media, content and production company.
This shift will allow Mass Appeal to offer a comprehensive network of services that will better serve the company’s roster of clients and attract new brand partners looking to connect with urban culture.
“This has always been my dream for this company,” said Peter Bittenbender, CEO of Mass Appeal. “Between Mass Appeal’s heritage as a culture setter, and Decon’s production capabilities and unique roster of directors and photographers, Mass Appeal now has an unparalleled offering for brands looking to do something fresh for consumers.”
In 2013, Decon teamed up with media brand Mass Appeal to leverage the publisher’s expertise on youth-born culture, and together, they have built a cross-platform content model that extends into film, TV, digital media, music and commercial content.
“These changes come at a pivotal moment in the advertising industry, as the lines between entertainment and advertising continue to blur more every day. By rolling Decon into Mass Appeal, we’re positioning ourselves smack in the middle of the intersection of culture, entertainment and advertising,” said Mike Lobikis, executive producer at Mass Appeal. “As we consider the future of this industry, we’re creating a new model that allows for bold partnerships with creators, entertainment companies, brands and agencies alike.”
Most recently, Mass Appeal developed and produced the series Rapture for Netflix The series–four episodes of which were helmed by three of Mass Appeal’s rostered directors–is an ambitious, raw and compelling look at hip-hop and its influence on culture in 2018. Each episode explores the persona of a different modern-day rap star, including Nas, T.I., Logic, 2 Chainz, Just Blaze and more. Additionally, Mass Appeal has partnered with big name brands to produce award-winning work for Google Doodle’s Anniversary of Hip-Hop, Asics’ “I Move Me” campaign featuring Steve Aoki, SoundCloud’s first advertising campaign, exclusive projects with HBO for Game of Thrones, and many others.
Review: Writer-Directors Scott Beck and Bryan Wood’s “Heretic”
"Heretic" opens with an unusual table setter: Two young missionaries from The Church of Jesus Christ of Latter-day Saints are discussing condoms and why some are labeled as large even though they're all pretty much a standard size. "What else do we believe because of marketing?" one asks the other.
That line will echo through the movie, a stimulating discussion of religion that emerges from a horror movie wrapper. Despite a second-half slide and feeling unbalanced, this is the rare movie that combines lots of squirting blood and elevated discussion of the ancient Egyptian god Horus.
Our two church members — played fiercely by Sophie Thatcher and Chloe East — are wandering around trying to covert souls when they knock on the door of a sweet-looking cottage. Its owner, Mr. Reed, offers a hearty "Good afternoon!" He welcomes them in, brings them drinks and promises a blueberry pie. He's also interested in learning more about the church. So far, so good.
Mr. Reed is, of course, if you've seen the poster, the baddie and he's played by Hugh Grant, who doesn't go the snarling, dead-eyed Hannibal Lecter route in "Heretic." Grant is the slightly bumbling, bashful and self-mocking character we fell in love with in "Four Weddings and a Funeral," but with a smear of menace. He gradually reveals that he actually knows quite a bit about the Mormon religion — and all religions.
"It's good to be religious," he says jauntily and promises his wife will join them soon, a requirement for the church. Homey touches in his home include a framed "Bless This Mess" needlepoint on a wall, but there are also oddities, like his lights are on a timer and there's metal in the walls and ceilings.
Writer-directors Scott Beck and Bryan Wood — who also... Read More