News
Bruce Lee Showcases Celebrity Value
By Robert Marich
Oct. 26, 2009 – The late Bruce Lee starred in only five full-length movies before his untimely death at an early age, but is an icon whose celebrity status generates $1 million a year in licensing fees that his daughter aims to raise.
In a press release today, Shannon Lee announces, “Upon reacquiring her family’s merchandising rights from Universal Studios, Shannon has opened an in-house licensing division, Bruce Lee Enterprises (BLE), and LeeWay Media Group, a production company dedicated to the perpetuation of the Lee legacy through new media works.”
The effort already signed deals with Pepsi Cola, Nokia, Lucky Brand Jeans and Charter Communications, according to the press release. U.S. cable system operator Charter uses Bruce Lee’s image in ads for cable subscriptions.
“Ms. Lee has signed off on a Broadway musical about her dad, expected to cost $10 million to $15 million, for the 2010-11 season,” notes a Wall Street Journal article.
Shannon Lee hopes that her father’s image and likeness will generate licensing revenue of $5-10 million a year. According to Forbes magazine, James Dean – another shooting star in the Hollywood ferment who died at an early age – generates $5 million a year in licensing. Elvis Presley is tops with $52 million a year in revenue from his celebrity status (excluding his songs).
Bruce Lee – who was born in San Francisco and worked in Hong Kong -- died in 1973 at age 32 and a son, Brandon, was killed in a 1993 movie accident. The elder Lee is the first Hong Kong martial arts movie star to gain global fame, especially cracking the U.S. His legacy includes TV acting performances, though it is his five movies that brought enduring fame.
For full text, click links below:
www.businesswire.com/portal/site/google/
online.wsj.com/article/SB10001424052748703816204574485944207879508.html
www.marketingmovies.net/chapters/chapter-5-merchandising/