Michael Davies, Chris Moore and Tera Hanks Launch Independent Production and Branded Entertainment Studio, Embassy Row, with Diplomatic Production Assets

LOS ANGELES--(BUSINESS WIRE)--May 12, 2005--Collectively responsible for multiple television shows, film franchises and branded entertainment properties that have become pop culture phenomena, Michael Davies, Chris Moore and Tera Hanks have partnered to launch Embassy Row LLC, an independent studio focused on producing and distributing smart and alternative content for broadcast and cable networks, film studios, international companies and major brands.

Embassy Row will take over the production and development slate of Davies' company, Diplomatic, which includes "Wife Swap" (with RDF Media) and a first look deal with ABC Entertainment as well as relationships with several top UK production companies. Davies will also continue to serve as executive producer of "Who Wants To Be A Millionaire."

“We're very excited to be working with them.”

In addition to television and film, Embassy Row will work with a handful of brands on an exclusive basis to consult on and create branded entertainment ventures. Embassy Row is currently in production on an action sports documentary and web-based series for Pepsi, the company's first brand client.

"After collaborating on various projects over the past few years, Tera, Chris and I recognize the seismic shifts that are occurring in the industry we love...and feel strongly that together we can play a role in helping to define its future," said Davies, who will serve as chairman of Embassy Row. "Worldwide, the entire entertainment business is changing as new devices and platforms for the distribution and consumption of media are developed, mobilized and adopted. Basically, people are consuming different kinds of media in different kinds of ways. It's changing the economics. It's changing content. And it's changing advertising. Brands are especially sensitive to these seismic shifts, perhaps more so than mainstream Hollywood, which is why it is so natural for us to be building Embassy Row in partnership with a handful of forward thinking brands."

Added Hanks, who will serve as president and CEO, "Although Embassy Row will provide a gateway to Hollywood for progressive brands, we will also be developing original projects that won't have brands attached. Michael and Chris have certainly walked the walk in the world of branded entertainment, but they have largely built their stellar careers and reputations with groundbreaking but traditionally financed television and film projects. We will be working with independent producers on both sides of the Atlantic, broadcast and cable networks and film studios, to create fresh, exciting and relevant new concepts. When it makes sense, and only when it makes sense, we will bring in brands."

"What also sets us apart is that we believe that the distribution partner, the producer and the brand need to collaborate together to be successful and that the creative that comes out of that collaboration has to be fantastic," said Moore. "Because of our own experience in traditional television and film production, we understand the needs of our partners and can offer them an unparalleled end-to-end solution."

"Embassy Row brings together an impressive team that understands branded entertainment and knows how to create valuable original content," said Dave Burwick, SVP and chief marketing officer of Pepsi-Cola North America. "We're very excited to be working with them."

A leader in alternative television and responsible for creating and developing some of the most successful alternative series on television, Davies will oversee the company's ventures in those areas as well as continue as executive producer of "Who Wants To Be A Millionaire" and "Wife Swap." Former president and founder of Diplomatic, Davies includes among his credits more than 600 hours of television. At Diplomatic and as an executive at ABC, he became a leader in forging relationships between U.K. production companies and U.S. networks. He is responsible for some of the most successful and seamless brand integrations on TV, including AT&T's "Phone-A-Friend" on "Who Wants To Be A Millionaire" and Pepsi's "Play For A Billion" on ABC.

A pioneer in the field of entertainment marketing, specializing in branded entertainment and integrated media deals with a history in product placement, promotions and buzz marketing/talent relations, Hanks will manage Embassy Row's brand relationship and drive branded entertainment for the company. The former president of Davie-Brown Entertainment, Hanks' client roster included such global iconic brands as Pepsi, HP, BMW, Reebok, NFL, American Express, Playstation and Yahoo!.

Former LivePlanet Chairman and CEO Chris Moore will focus on Embassy Row brand partners as well as continue to produce and direct feature films and television projects under the company's banner. Moore's feature film producer credits include the Academy Award-winning "Good Will Hunting" and the "American Pie" franchise ("American Pie," "American Pie 2" and "American Wedding"). For television he served as executive producer of the Emmy-nominated "Project Greenlight" series, whose brand partners included HP and Blockbuster.

Embassy Row is based in New York and Los Angeles.