British entertainment and investment company Sovereign has unveiled its new action label, titled Action Xtreme.
The new label will focus on developing and creating action content, with a slate of feature films currently in development.
In a statement, the company said, “Action Xtreme will create content featuring physical action and spectacular stunts, with a targeted focus on growing, developing and nurturing local talent, and a mandate to develop franchiseable content for a global audience.”
The label aims to produce two or three titles a year, with budgets ranging from 1 to 10 million dollars, from new and established directors. The projects will be financed by a combination of equity, matched financing and tax credits.
The first two projects are expected to be completed in early 2023.
In addition to feature films, the label plans to develop content in television series, graphic novels, computer games and merchandise.
Action Xtreme is directed by Chee Keong Cheung, the zombie horror producer, writer and director Redcon-1, who currently runs operations for Sovereign’s film distribution division. Cheung will continue in his role overseeing distribution activities for Sovereign.
“The horror genre has benefited from many great specialty companies over the decades creating inspirational and lucrative films and we want to do the same for action fans and the action genre,” Cheung said.
“The hugely successful action market of the 80s and 90s was based on a marriage of practical combat techniques, stunts and special effects,” Cheung added. “As we enter the 2000s and more and more CGI has come into play, the movies that broke like Ong Bak, District 13 and Lowering were because people were amazed at the true physical skill involved. The art of great action cinema is what we want to revive and grow and bring the same love and success to the genre that horror has long enjoyed.
London-based Sovereign Media Group is made up of a production label, Sovereign Films, which is behind titles such as Effie Gray, The tree of life and Time travel. Its distribution arm, Sovereign Film Distribution, has made acquisitions, including Bad luck knocking or goofy porn and nameless song.
