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Sonic the Hedgehog: How a Redesign Saved a Franchise

Sonic the Hedgehog may be able to run faster than the speed of light, but his film franchise nearly came to a screaming halt in 2019. A less-than-three-minute trailer released early that year to tease the film’s release, which was just six months away, was widely panned by fans who took to social media to rail against Paramount’s character design. Dubbed "Ugly Sonic," the blue creature that appeared on film was a far cry from the iconic video game speedster.

The trailer went out, and I think it became the most viewed trailer in the history of Paramount Pictures. Which is amazing, said Toby Ascher, who acquired the rights to Sonic and produced the film franchise. The only problem was that 90% of people hated the trailer because of the design of Sonic.

All of a sudden we went from trying really, really hard to make a really, really faithful video game adaptation to being next in line of the people who had ruined video games for everyone. It just was a disaster of epic proportions, Ascher added.

The studio pivoted, opting to redesign the title character and push the film’s release back three months to February 2020. The fix cost Paramount around $5 million but resulted in a franchise that has generated nearly $1.2 billion at the global box office. The studio hopes to build on that momentum with a fourth installment in the film franchise, set to debut in 2027.

The Sonic franchise owes its box office success and longevity to a monumental decision early in the development of the first film’s marketing campaign. A re-design of a main character is no small thing. … These decisions can make or break what is every studio’s dream of having a single film turn into a long-term revenue generating franchise. The return on investment by turning an ‘ugly’ Sonic into a beautiful revenue generating franchise is undeniable, said Paul Dergarabedian, senior media analyst at Comscore.

Bringing Sonic to the Big Screen

Ascher first acquired the rights to Sonic the Hedgehog in 2013, a time in Hollywood when video game-inspired films had failed to resonate with audiences.

When we first started working on Sonic, making a video game adaptation was, like, a really bad idea, he told CNBC.

No film based on a video game property had, to that point, managed to earn a positive rating from review aggregator Rotten Tomatoes. It wasn’t until 2019 that a video game-based film generated a "fresh" rating on the site, indicating more than 60% positive reviews.

Ben Schwartz voices Sonic in Paramount Pictures’ "Sonic the Hedgehog."

Paramount Pictures

I don’t think anyone in town really thought making a Sonic movie was a good idea, Ascher said. But, I think our strategy was that we had grown up with these games. We’ve grown up with these characters, and we wanted to treat them like any other character. We wanted to give them real emotional arcs, and real emotional stories where you could relate to them.

Ascher noted that previous video game adaptations typically focused on worldbuilding rather than character development.

What we’ve been able to do is inject into the franchise heart, and I think that that’s what’s made it different, said Neal Moritz, Ascher’s producing partner and producer of franchises like "The Fast and the Furious" and "21 Jump Street."

We Really Screwed Up

The filmmaking team was blindsided by audiences’ reactions to the first trailer, but were resolute in trying to resolve the issue rather than shelve the film or release it in its current form.

Moritz said he made an impassioned speech to the heads of Paramount and Sega to allow the filmmakers to fix the mistake.

We really screwed up here, but there’s an incredible amount of interest and what we need to do is fix it … We need some more money and we need some more time. If you give that to us, I think we could turn this thing around, Moritz recalled.

I give both Paramount and Sega a lot of credit, Moritz said. They said ‘OK.’

In the redesign, the team brought back Sonic’s iconic white gloves and classic red shoes. They reinfused the character with some of his cartoon roots, and six months after the first trailer, Paramount released a new iteration.

The fans saw that we were trying to be really genuine in our love for this franchise, Ascher said, noting that in the wake of the first trailer the team began engaging more with fans and focus groups to drum up feedback and inspiration.

The Future of Sonic

The Sonic franchise has continued to thrive in the following years, with each follow-up feature outperforming the last.

Sonic the Hedgehog 2 snared $190 million domestically and $403 million globally, while Sonic the Hedgehog 3 tallied $235 million stateside and $485 million worldwide.

That’s a big jump, said Marc Weinstock, Paramount’s president of worldwide marketing and distribution. I get excited that every new movie does better than the last one, which is rare.

Following the success of the second Sonic film, the studio’s then-president and CEO of Paramount Pictures, Brian Robbins, greenlit a Knuckles series based on the franchise for the company’s streaming service, Paramount+, as well as a third Sonic film.

Sonic was becoming multi-platform, much like Robbins and Paramount had done for franchises like "Teenage Mutant Ninja Turtles," "A Quiet Place," "Spongebob Squarepants," and "Paw Patrol."

The Knuckles show generated more than 11 million global viewing hours in its first 28 days on Paramount+.

The theatrical success also rocketed Sonic from a $70 million licensing business to one that generates more than $1 billion in retail revenue annually, according to Ivo Gerscovich, Sega’s senior vice president and chief business and brand officer of Sonic the Hedgehog.

The great thing about Sonic — and the success of Sonic from the very beginning — is that we basically have listened to the fans from day one, Robbins, now co-CEO of Paramount, said. The fans are fanatical about this franchise and love this franchise and know this franchise. Because of that, they’ve become really key in shaping the franchise … They evangelize it.

Fans inspired the casting of Keanu Reeves as Shadow, an archrival of Sonic, in the third Sonic film. And the filmmaking team says it continues to look to fans to inspire which characters it will add to the films and series next.

Ascher and Moritz both teased that the fourth Sonic film will again feature a new fan-favorite character, but said the team will continue to expand the franchise’s universe at a slow pace.

If all of a sudden we bring every character, they are not going to get the time that the audience needs to understand them and relate to them and really fall in love with them, Ascher said. So, as we bring characters in, whether it’s film or it’s TV, the most important thing is that they have a good story that really showcases the character in an incredible way.

Conclusion:

The Sonic franchise’s success is a testament to the importance of listening to fans and being willing to make changes to ensure the best possible outcome. The franchise’s ability to adapt and evolve has allowed it to thrive, and it will be interesting to see how it continues to grow in the future.

FAQs:

Q: What was the initial reaction to the first Sonic film’s trailer?
A: The trailer was widely panned by fans, who took to social media to express their disappointment with the character design.

Q: How much did the redesign cost?
A: The redesign cost around $5 million.

Q: How much has the Sonic franchise generated at the global box office?
A: The franchise has generated nearly $1.2 billion at the global box office.

Q: What is the current status of the franchise?
A: The franchise is continuing to expand, with a new film and TV series in development.

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Global Trends and Politics

The Global Economy in the Age of Politics: Navigating Uncertainty and Opportunity

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The Global Economy in the Age of Politics: Navigating Uncertainty and Opportunity

Introduction

In today’s fast-paced and ever-changing global economy, businesses are faced with an unprecedented level of uncertainty. The rise of populist politics has led to increased trade tensions, economic nationalism, and protectionism, making it challenging for companies to navigate the complex landscape. As a result, businesses must be prepared to adapt and evolve in response to these changes, capitalizing on opportunities while mitigating risks. In this article, we will explore the impact of politics on the global economy, identifying key trends and strategies for success in this uncertain environment.

Political Trends in Business Environments

The current political climate has given rise to a range of trends that are shaping the business landscape. Some of the key trends include:

Rise of Economic Nationalism

The rise of economic nationalism has led to increased protectionism, with countries implementing tariffs and trade restrictions to protect their domestic industries. This has created uncertainty for businesses operating globally, as they face potential disruptions to their supply chains and increased costs.

Increased Focus on Social and Environmental Issues

The growing awareness of social and environmental issues has led to increased consumer demand for sustainable and responsible business practices. Companies must adapt to these changing expectations, incorporating sustainability and social responsibility into their operations and strategies.

Rise of Digitalization and Technology

The rapid pace of technological advancement has transformed the way businesses operate, with digitalization and automation becoming increasingly important. Companies must stay ahead of the curve, investing in digital transformation and embracing innovation to remain competitive.

Implications for Businesses

The current political climate has significant implications for businesses, including:

Supply Chain Disruptions

Tariffs, trade restrictions, and supply chain disruptions can have a significant impact on businesses, particularly those with global supply chains. Companies must be prepared to adapt and respond to these changes, identifying alternative sources and developing contingency plans.

Increased Competition

The rise of economic nationalism has led to increased competition, as domestic industries are protected and supported. Businesses must be prepared to compete in this new environment, differentiating themselves through innovation, quality, and customer service.

Opportunities for Growth

Despite the challenges, the current political climate also presents opportunities for growth. Companies that are agile, adaptable, and innovative can capitalize on new markets, emerging industries, and shifting consumer preferences.

Strategies for Success

To navigate the uncertain global economy, businesses must develop strategies that address the challenges and opportunities presented by the current political climate. Some key strategies include:

Building Diverse and Resilient Supply Chains

Companies should focus on building diverse and resilient supply chains, identifying alternative sources and developing contingency plans to mitigate risks.

Investing in Digital Transformation

Investing in digital transformation can help businesses stay ahead of the curve, improving efficiency, reducing costs, and increasing competitiveness.

Focusing on Sustainability and Social Responsibility

Companies that prioritize sustainability and social responsibility can attract customers, talent, and investors, while also reducing risks and improving reputation.

Conclusion

The global economy in the age of politics is marked by uncertainty and opportunity. To thrive in this environment, businesses must be prepared to adapt and evolve, capitalizing on new markets, emerging industries, and shifting consumer preferences. By building diverse and resilient supply chains, investing in digital transformation, and focusing on sustainability and social responsibility, companies can navigate the challenges and capitalize on the opportunities presented by the current political climate.

FAQs

What are the key implications of the current political climate for businesses?

The key implications include supply chain disruptions, increased competition, and opportunities for growth and innovation.

How can businesses adapt to the changing landscape?

Businesses can adapt to the changing landscape by building diverse and resilient supply chains, investing in digital transformation, and focusing on sustainability and social responsibility.

What are the benefits of focusing on sustainability and social responsibility?

Focusing on sustainability and social responsibility can attract customers, talent, and investors, while also reducing risks and improving reputation.

How can businesses stay ahead of the curve in the digital age?

Businesses can stay ahead of the curve by investing in digital transformation, embracing innovation, and prioritizing continuous learning and development.

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Global Trends and Politics

Why First-Class Seats are Holding Up New Airplanes

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Why First-Class Seats are Holding Up New Airplanes

A Lufthansa First Class "Allegris" cabin, which was set up outside the show.

Heated or cooled seats. Ultra-high-definition TV screens. Benches. Convertible beds. All-aisle access. And of course, the coveted privacy door.

Ever-more luxurious first- and business-class cabins that have hundreds of parts and require regulator approval are the latest hold-up as new airplanes arrive late to customers, according to the heads of the world’s biggest airplane manufacturers.

Boeing has 787 Dreamliners, a twin-aisle jetliner used on some of the world’s longest flights, on the ground at its South Carolina factory "that are held up for delivery for the seats, which obviously go in pretty late in the assembly process," CEO Kelly Ortberg said at a Barclays industry conference on Feb. 20.

Part of the problem is airlines’ rush to win over high-paying customers by offering comforts and more of the scarce space on board — even if a few extra inches.

"It’s getting the seats certified, and it’s not actually the butt part of the seat," Ortberg continued. "It’s the cabinet and the doors … for first class and business class. These are pretty complex systems, and getting those certified has taken both the seat suppliers and us longer than anticipated."

Similar issues are hitting Boeing’s main rival Airbus, the CEO of the European manufacturer, Guillaume Faury, said on an earnings call the same day.

"We have delays in seats" as well as cabin "monuments" like galleys and closets that are "delaying the time at which we can deliver a plane fully completed," Faury said.

Aircraft deliveries are crucial for manufacturers’ revenue because customers pay the bulk of a jetliner’s price when they receive the plane, rather than when they first order it.

Pricier seats

Airlines and aerospace manufacturers are highly regulated, and new seat designs, some features and even cabin layouts must win approval from regulators before taking to the skies. Passengers also need to be able to safely exit those seats in the case of an emergency.

Some new aircraft cabins are still awaiting certification, and delays are adding to years of supply chain strains and labor shortages coming out of the pandemic.

Luxury travel boom

New business class seats cost in the low-six digits apiece, which "compares to the price of luxury car," according to Recaro.

To airline executives they’re worth it. They say customers, especially after the Covid-19 pandemic, have shown they are willing to pay up to sit toward the front of the cabin.

Conclusion

The luxury travel boom has led to a rush to modernize aircraft cabins, but regulatory approvals and supply chain delays are causing hold-ups in delivery. Airlines and manufacturers are working to balance the need for comfort and luxury with the need for safety and efficiency.

Frequently Asked Questions

Q: Why are new aircraft cabins taking so long to certify?
A: New seat designs, features, and cabin layouts must win approval from regulators, and the process is complex and time-consuming.

Q: Why are airlines investing in luxury travel?
A: Airlines are responding to customer demand for premium travel experiences, and they believe the investments will pay off in terms of revenue and customer loyalty.

Q: What is the impact of supply chain delays on aircraft deliveries?
A: Delays are causing hold-ups in delivery, which can result in significant financial losses for manufacturers and airlines.

Q: How are manufacturers addressing the delays?
A: Manufacturers are working with regulators and suppliers to resolve the issues and get the new seats certified as quickly as possible.

Q: What is the outlook for the future of luxury travel?
A: The trend toward luxury travel is likely to continue, driven by customer demand for premium experiences and the desire for airlines to differentiate themselves in a competitive market.

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Global Trends and Politics

Oscars 2025 Live Updates: Complete List of Winners

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Oscars 2025 Live Updates: Complete List of Winners

The 97th Academy Awards: A Night of Records and Controversy

Preparations are underway for the 97th Academy Awards, which will take place on Sunday, March 2 at 7 p.m. ET at the Dolby Theatre in Hollywood. Hosted by comedian Conan O’Brien, the ceremony will air on ABC and be available through its website and app.

New Records on the Line

This year’s awards put a handful of new records on the line. Adrien Brody, star of "The Brutalist," could become the first to win two Best Actor awards, while Timothée Chalamet, star of "A Complete Unknown," could unseat Brody as the youngest winner in the category.

Best Picture Contenders

Two musicals, "Wicked" and "Emilia Pérez," are up for Best Picture, alongside "Anora," "The Brutalist," "A Complete Unknown," "Conclave," "Dune: Part Two," "I’m Still Here," "Nickel Boys," and "The Substance." "Emilia Pérez" has faced controversy in recent weeks, with its star and Oscar nominee Karla Sofía Gascón facing criticism for past social media posts deemed racist and Islamophobic.

The Frontrunners

Despite the controversy, "The Brutalist" and "Anora" have emerged as frontrunners in the Best Picture category. "Wicked," a breakout box office hit, is also a strong contender, with its stars Ariana Grande and Cynthia Erivo set to perform during the ceremony. However, "Wicked" is not eligible for a Best Song nomination this year, although Erivo will be eligible next Oscar season with the release of "Wicked: For Good," which features new and original songs.

The Ceremony

The 97th Academy Awards ceremony will be a night to remember, with many records and surprises in store. Follow along for all the winners and biggest moments from Hollywood’s biggest night.

FAQs

  • When is the 97th Academy Awards ceremony?
    The ceremony takes place on Sunday, March 2 at 7 p.m. ET.
  • Where can I watch the ceremony?
    The ceremony will air on ABC and be available through its website and app.
  • Who is hosting the ceremony?
    Comedian Conan O’Brien is hosting the ceremony.
  • What are the Best Picture contenders?
    The contenders are "Wicked," "Emilia Pérez," "Anora," "The Brutalist," "A Complete Unknown," "Conclave," "Dune: Part Two," "I’m Still Here," "Nickel Boys," and "The Substance."
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