Maximum Effort
{{Short description|American film production company}}
{{for|the song|Deadpool (soundtrack)}}
{{Use mdy dates|date=July 2023}}
{{Infobox company
| name = Maximum Effort Productions, Inc.
| image = File:Maximum Effort company logo.jpg
| image_size =
| alt = The words "Maximum Effort" capitalized in a typeface font with a black hand-drawn "M" above in the center.
| image_caption = Logo used since 2020
| type = Private
| industry = Film, television, advertising
| location = New York City, U.S.
| foundation = {{start date and age|2018}}
| founder = {{plainlist|
- Ryan Reynolds
- George Dewey
}}
| key_people = {{Ubl|Ryan Reynolds (president)|Ashley Fox (co-president)|Johnny Pariseau (co-president)}}
| area_served =
| services =
| products =
| homepage = {{URL|maximumeffort.com}}
}}
Maximum Effort Productions, Inc.{{cite web|title=MAXIMUM EFFORT PRODUCTIONS, INC.|website=Dun & Bradstreet|access-date=20 April 2024|url=https://www.dnb.com/business-directory/company-profiles.maximum_effort_productions_inc.dde0d809d3c31cba2a10122e828c596a.html}} is an American film production company and digital marketing agency founded by Canadian actor Ryan Reynolds alongside George Dewey in 2018. The company's name is a reference to a catchphrase from Reynolds' 2016 film Deadpool.{{cite news |last1=Ringen |first1=Jonathan |title=Ryan Reynolds on 'Deadpool,' diversity, and the secrets of successful marketing |url=https://www.fastcompany.com/90525283/most-creative-people-2020-ryan-reynolds |access-date=September 1, 2021 |publisher=Fast Company |date=August 4, 2020}}
History
Reynolds and Dewey launched Maximum Effort in 2018, after having collaborated on the marketing campaign for the first two Deadpool films.{{cite news |last1=Kroll |first1=Justin |title=Ryan Reynolds And His Maximum Effort Banner Sign First-Look Deal With Paramount Pictures |url=https://deadline.com/2021/05/ryan-reynolds-maximum-effort-banner-first-look-paramount-pictures-1234748786/ |access-date=September 1, 2021 |publisher=Deadline |date=May 3, 2021}}{{cite news |last1=Donnelly |first1=Matt |title=Ryan Reynolds' Maximum Effort Signs Three-Year First-Look Film Deal at Paramount |url=https://variety.com/2021/film/news/ryan-reynolds-paramount-first-look-film-maximum-effort-1234965307/ |access-date=September 1, 2021 |publisher=Variety |date=May 3, 2021}} They worked on a series of successful low-budget ads to promote the 2016 film and its 2018 sequel, which at the time were the highest-grossing R-rated films ever. Dewey, formerly senior vice president of digital marketing at 20th Century Fox and president of digital marketing at Annapurna Pictures, was named president of the company,{{cite news |last1=McClintock |first1=Pamela |title=Ryan Reynolds Names George Dewey President of Maximum Effort Prods. |url=https://www.hollywoodreporter.com/movies/movie-news/ryan-reynolds-names-george-dewey-president-maximum-effort-prods-1112345/ |access-date=September 1, 2021 |publisher=The Hollywood Reporter |date=May 16, 2018}} and Reynolds is creative director.{{cite news |last1=Dan |first1=Avi |title=Actor Ryan Reynolds' Subversive Startup May Be The Best Ad Agency In America Right Now |url=https://www.forbes.com/sites/avidan/2021/01/07/actor-ryan-reynolds-subversive-startup-may-be-the-best-ad-agency-in-america-right-now/?sh=206eaf7e25bd |access-date=September 1, 2021 |work=Forbes |date=January 7, 2021}}
Maximum Effort's marketing arm was acquired by advertising software company {{visible anchor|MNTN}} in June 2021, with Maximum Effort Marketing keeping its name while operating as an agency within MNTN. Reynolds was named MNTN's chief creative officer, and Dewey MNTN's chief brand officer.{{cite news |last1=Grobar |first1=Matt |title=MNTN Adtech Company Acquires Ryan Reynolds' Maximum Effort Marketing |url=https://deadline.com/2021/06/mntn-acquires-ryan-reynolds-maximum-effort-marketing-1234780296/ |access-date=September 1, 2021 |publisher=Deadline |date=June 23, 2021}}{{cite news |last1=Chan |first1=J. Clara |title=Ryan Reynolds' Maximum Effort Marketing Acquired by MNTN |url=https://www.hollywoodreporter.com/business/digital/ryan-reynolds-maximum-effort-marketing-mntn-acquisition-1234972384/ |access-date=September 1, 2021 |publisher=The Hollywood Reporter |date=June 23, 2021}} MNTN was founded in 2009 as Steelhouse, rebranding itself in 2021.{{cite web |date=1 February 2022 |last1=Spangler |first1=Todd |title=MNTN, Connected-TV Ad Tech Firm That Owns Ryan Reynold's Creative Agency, Raises $119 Million |url=https://variety.com/2022/digital/news/mntn-funding-ryan-reynolds-1235168472/ |website=Variety }} In September 2024, Bloomberg News reported that MNTN was planning to go public in 2025, with Morgan Stanley to organize its initial public offering;{{Cite news |last1=Lipschultz |first1=Bailey |last2=Tan |first2=Gillian |date=September 29, 2024 |title=Ryan Reynolds's MNTN Is Said to Tap Morgan Stanley for 2025 IPO |url=https://www.bloomberg.com/news/articles/2024-09-27/ryan-reynolds-s-mntn-is-said-to-tap-morgan-stanley-for-2025-ipo |url-access=limited |url-status=live |archive-url=https://archive.today/20240927170811/https://www.bloomberg.com/news/articles/2024-09-27/ryan-reynolds-s-mntn-is-said-to-tap-morgan-stanley-for-2025-ipo |archive-date=September 27, 2024 |access-date=September 28, 2024 |publisher=Bloomberg News}} however, in MNTN's IPO filing (i.e. Form S-1) with the Securities and Exchange Commission, which was filed February 28, 2025, MNTN disclosed that it has agreed to divest "its interest in Maximum Effort to an affiliate of its original owner" and in connection with the transaction, MNTN provided a line of credit of up to $5.0 million, which was drawn upon.{{Cite web |date=May 14, 2025 |title=Amendment No. 3 to Form S-1 Registration Statement Under the Securities Act of 1933 of MNTN, Inc. |url=https://www.sec.gov/Archives/edgar/data/1891027/000110465925048341/tm2413466-18_s1a.htm |access-date=May 14, 2025 |website=www.sec.gov}}{{Cite web |last=Barnett |first=Kendra |date=2025-03-03 |title=MNTN Is Selling Ryan Reynolds' Agency Maximum Effort, SEC Filing Shows |url=https://www.adweek.com/convergent-tv/mntn-ryan-reynolds-agency-maximum-effort/ |access-date=2025-03-05 |language=en-US}} The sale closed on April 1, 2025. The filing also notes that MNTN will enter into a creative services agreement with Maximum Effort; however, as of May 14, 2025, no agreement has been reached.
Film and television production
Maximum Effort was one of the production companies on the 2018 film Deadpool 2, directed by David Leitch and starring Reynolds and Josh Brolin, on 2021's Free Guy, directed by Shawn Levy and starring Reynolds and Jodie Comer,{{cite news |last1=Fleming |first1=Mike |title=Ryan Reynolds, Shawn Levy Team For 'Free Guy' At Fox |url=https://deadline.com/2018/09/ryan-reynolds-shawn-levy-free-guy-fox-greg-berlanti-deadpool-2-1202472927/ |access-date=September 1, 2021 |publisher=Deadline |date=September 28, 2018}} on 2022's The Adam Project, directed by Levy and starring Reynolds, Mark Ruffalo, Jennifer Garner and Walker Scobell,{{cite news|last1=Sneider|first1=Jeff|title=Ryan Reynolds to Call Mark Ruffalo "Daddy" in Time Travel Movie 'The Adam Project'|url=https://collider.com/mark-ruffalo-the-adam-project-ryan-reynolds-netflix/|access-date=September 1, 2021|publisher=Collider|date=November 23, 2020}} and on 2024's Deadpool & Wolverine, directed by Levy and starring Reynolds, Hugh Jackman, Morena Baccarin, Brianna Hildebrand and Garner.{{Cite web |last=Conway |first=Jeff |date=March 19, 2022 |title=Ryan Reynolds On How MNTN And Maximum Effort Are Changing The Advertising World As We Know It |url=https://www.forbes.com/sites/jeffconway/2022/03/15/ryan-reynolds-on-how-mntn-and-maximum-effort-are-changing-the-advertising-world-as-we-know-it/ |url-access=limited |url-status=live |archive-url=https://web.archive.org/web/20220319180248/https://www.forbes.com/sites/jeffconway/2022/03/15/ryan-reynolds-on-how-mntn-and-maximum-effort-are-changing-the-advertising-world-as-we-know-it/?sh=259667ed4ae3 |archive-date=March 19, 2022 |access-date=March 19, 2022 |website=Forbes}}
Maximum Effort Productions projects include the musical Spirited, directed by Sean Anders and starring Reynolds and Will Ferrell.{{cite news |last1=Lovitt |first1=Maggie |title=First Image for Ryan Reynolds and Will Ferrell's 'Spirited' Features the Pair in a Close Stare Down |url=https://collider.com/ryan-reynolds-will-ferrell-spirited-first-image/ |access-date=September 1, 2021 |publisher=Collider |date=July 6, 2021}} The company also produces the FX docuseries Welcome to Wrexham.{{Cite web |title=Wrexham FC: Welcome To Wrexham By Maximum Effort Productions |url=https://www.thedrum.com/creative-works/project/maximum-effort-productions-wrexham-fc-welcome-wrexham |access-date=July 22, 2022 |website=The Drum}} In May 2021, Maximum Effort Productions closed a three-year first-look development deal with Paramount Pictures for all their feature films. In August 2022, it was announced Maximum Effort would launch a free ad-supported streaming TV channel, which launched in June 2023 on FuboTV and other platforms.{{cite news |last1=Spangler |first1=Todd |title=Ryan Reynolds' Maximum Effort Gets $10 Million in FuboTV Shares Under First-Look Unscripted Production Pact |url=https://variety.com/2022/digital/news/ryan-reynolds-maximum-effort-fubotv-stock-first-look-1235335758/ |access-date=March 7, 2023 |publisher=Variety |date=August 8, 2022}}{{Cite web |last=Fletcher |first=Bevin |date=2023-06-20 |title=Ryan Reynolds' Maximum Effort channel debuts on Fubo |url=https://www.streamtvinsider.com/video/ryan-reynolds-maximum-effort-channel-debuts-fubo |access-date=2025-01-18 |website=www.streamtvinsider.com |language=en}} The first original program on the channel was entitled Bedtime Stories with Ryan and premiered June 20, 2023.{{cite news |last1=Spangler |first1=Todd |title=A Pajama-Clad Ryan Reynolds Reads You Bedtime Stories in His First Original Series for Fubo |url=https://variety.com/2023/digital/news/ryan-reynolds-bedtime-stories-fubo-original-show-1235645189/ |access-date=June 18, 2023 |publisher=Variety |date=June 15, 2023}} In June 2023, it was announced that Maximum Effort had made a deal with Welsh language channel S4C to show six hours of Welsh language programming per week which Reynolds has referred to as "Welsh Wednesdays".{{Cite news |date=2023-06-26 |title=Ryan Reynolds strikes deal with S4C to broadcast Welsh shows in US |url=https://www.bbc.co.uk/news/uk-wales-66024195 |access-date=2025-02-14 |work=BBC News |language=en-GB}} The channel shut down in January 2025.{{Cite web |last=Keys |first=Matthew |date=2025-01-17 |title=Exclusive: Fubo, Ryan Reynolds shut down Maximum Effort Channel |url=https://thedesk.net/2025/01/maximum-effort-channel-shuts-down/ |access-date=2025-01-18 |website=The Desk |language=en-US}}
In February 2023, Maximum Effort announced the development of a 1.2 million-square-foot studio to be built in Markham, Ontario, Canada, just outside of Toronto.{{cite web |last1=Spangler |first1=Todd |title=Ryan Reynolds' Maximum Effort Part of Venture Building 1.2 Million-Square-Foot Studio in Canada (EXCLUSIVE) |url=https://variety.com/2023/film/news/ryan-reynolds-maximum-effort-studio-toronto-1235531885/ |website=variety.com |date=February 22, 2023 |publisher=Variety |access-date=4 October 2023}} In March 2025, the company signed a first-look deal with 20th Television.{{Cite web |last=Andreeva |first=Nellie |date=2025-03-27 |title=Ryan Reynolds & His Maximum Effort Banner Ink First-Look Deal With 20th Television |url=https://deadline.com/2025/03/ryan-reynolds-maximum-effort-deal-20th-television-1236352395/ |access-date=2025-03-28 |website=Deadline |language=en-US}}
Marketing
Maximum Effort Marketing has created ads for Reynolds' brands Aviation Gin and Mint Mobile, films such as Deadpool 2 and Free Guy,{{cite news |last1=McClintock |first1=Pamela |title=How Ryan Reynolds Marketed 'Free Guy,' an Original Movie That Kept Getting Delayed |url=https://www.hollywoodreporter.com/movies/movie-news/ryan-reynolds-marketed-free-guy-an-original-movie-that-kept-getting-delayed-1235002650/ |access-date=September 1, 2021 |publisher=The Hollywood Reporter |date=August 25, 2021}} and for Match.com,{{cite news |last1=Lundstrom |first1=Kathryn |title=Match's Satan Returns to Wreak Havoc on Big Wireless Customers in New Mint Mobile Ad |url=https://www.adweek.com/creativity/matchs-satan-returns-to-wreak-havoc-on-big-wireless-customers-in-new-mint-mobile-ad/ |access-date=September 1, 2021 |publisher=Ad Week |date=April 7, 2021}} R.M. Williams,{{cite news |last1=Diaz |first1=Ann-Christine |title=Almost Naked Hugh Jackman Wears Nothing But Boots In This Ad For R.M. Williams |url=https://adage.com/creativity/work/almost-naked-hugh-jackman-wears-nothing-boots-ad-rm-williams/2285021 |access-date=September 1, 2021 |publisher=Ad Age |date=October 1, 2020}} and the NAACP Legal Defense Fund. One of the Aviation Gin spots went viral, as a spoof on a Peloton holiday commercial that had received significant backlash, with both ads starring the same actress, Monica Ruiz.{{cite news |last1=Crook |first1=Jordan |title=How Ryan Reynolds and Mint Mobile worked without becoming the joke |url=https://techcrunch.com/2020/11/28/how-ryan-reynolds-and-mint-mobile-worked-without-becoming-the-joke/ |access-date=September 1, 2021 |publisher=TechCrunch |date=November 28, 2020}}{{cite news |last1=Hsu |first1=Tiffany |title=Peloton's Cringe-y Ad Got Everyone Talking. Its C.E.O. Is Silent. |url=https://www.nytimes.com/2019/12/09/business/media/peloton-ad-ryan-reynolds.html |access-date=September 1, 2021 |work=New York Times |date=December 9, 2019}} A spot for Mint Mobile featured Rick Moranis, in a rare public appearance for the actor, and an advertising stunt for Aviation Gin and Laughing Man Coffee had a faux Twitter war between Reynolds and Hugh Jackman. A video for Match.com went viral at the end of 2020, as it featured Satan dating the year 2020 and debuted a snippet of Taylor Swift's "Love Story (Taylor's Version)".{{Cite web |last=Sippell |first=Margeaux |title=Satan and 2020 Are a 'Match Made in Hell' in Taylor Swift and Ryan Reynolds' Match.com Ad |url=https://www.thewrap.com/satan-and-2020-are-a-match-made-in-hell-in-taylor-swift-and-ryan-reynolds-match-com-ad-video/ |website=The Wrap |date=December 2, 2020 |access-date=September 14, 2022|language=en-US}}
In December 2021, following the release of the Sex and the City revival series And Just Like That..., and the death of Mr. Big on a Peloton bike, shares in Peloton fell. Maximum Effort quickly devised an advertisement for Peloton featuring Chris Noth. Reynolds provided the voiceover promoting the health benefits that cycling can have, and noting that Chris Noth/Mr. Big was still alive.{{Cite web |last=Griner |first=David |title=Mr. Big Is Just Fine in Ryan Reynolds' Peloton Ad |url=https://www.adweek.com/convergent-tv/ryan-reynolds-just-made-an-official-peloton-ad-about-its-big-and-just-like-that-moment/ |website=Adweek |date=December 12, 2021 |access-date=December 13, 2021|language=en-US}}
The company has gained recognition for its ability to produce ads quickly, an approach Reynolds calls "Fastvertising."{{Cite web |last=Griner |first=David |title=Ryan Reynolds and His Agency President Reflect on the Realities of Fastvertising |url=https://www.adweek.com/agencies/ryan-reynolds-and-his-agency-president-reflect-on-the-realities-of-fastvertising/ |website=Adweek |date=February 3, 2022 |access-date=June 18, 2023|language=en-US}}
Filmography
=Film=
=Short film=
| class="wikitable sortable" |
| Year
! Title ! Production partners ! Distributors |
|---|
| 2021
| {{N/A}} | YouTube |
=Television=
| class="wikitable sortable" |
| Year
! Title ! Production partners ! Network |
|---|
| 2020
| Don't | Banijay Studios North America | ABC |
| 2022–present
| FXP, Boardwalk Pictures, 3 Arts Entertainment, RCG Productions, DN2 Productions | FX |
| 2024
| Fubo Studios, Maximum Effort Channel | FuboTV |
| 2025
| Underdogs{{cite web|last=Maglio|first=Tony|title=Ryan Reynolds Celebrates Nature's Losers in Nat Geo's 'Underdogs' Trailer (Exclusive)|url=https://www.hollywoodreporter.com/tv/tv-news/ryan-reynolds-nat-geo-underdogs-trailer-1236228281/|date=May 27, 2025|access-date=May 27, 2025|website=The Hollywood Reporter}} | Wildstar Films |
| {{TBA}}
| Biker Mice from Mars{{cite web |last=Haring |first=Bruce |title=Ryan Reynolds To Co-Produce Nacelle's 'Biker Mice From Mars' Animated Series |url=https://deadline.com/2023/07/ryan-reynolds-biker-mice-from-mars-animated-series-nacelle-1235443667/ |date=July 21, 2023 |website=Deadline Hollywood |access-date=July 21, 2023}} | The Nacelle Company, Maximum Effort Channel | FuboTV |
References
{{Reflist}}
{{Film studios}}
Category:Mass media companies established in 2018
Category:Film production companies of the United States
Category:Television production companies of the United States
Category:Advertising agencies based in New York City