Maximum Effort

Maximum Effort is a film production company and digital marketing agency founded by Canadian actor Ryan Reynolds alongside George Dewey. The company name is a reference to a catchphrase from Reynolds' film Deadpool and subsequent film series.[1]

For the song, see Deadpool (soundtrack).
Maximum Effort
IndustryFilm, television, advertising
Founded2018
Founder
HeadquartersNew York City, U.S.[1]
Key people
  • Ryan Reynolds (co-founder, president)
  • George Dewey (co-founder)
  • Ashley Fox (co-president)
  • Johnny Pariseau (co-president)
  • James Toney III (CSO)
Websitemaximumeffort.com

History

Reynolds and Dewey launched Maximum Effort in 2018, after having collaborated on the marketing campaign for the first two Deadpool films.[2][3] 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.[1] 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,[4] and Reynolds is creative director.[5]

Maximum Effort's marketing arm was acquired by advertising software company 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.[6][7]

Film & TV 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,[4] 2021's Free Guy, directed by Shawn Levy and starring Reynolds and Jodie Comer,[8] and on 2022's The Adam Project, directed by Levy and starring Reynolds, Mark Ruffalo, Jennifer Garner and Walker Scobell.[9]

Maximum Effort Productions projects include the musical Spirited, directed by Sean Anders and starring Reynolds and Will Ferrell.[10]

The company also produces the FX docuseries Welcome to Wrexham.[11]

In May 2021, Maximum Effort Productions closed a three-year first-look development deal with Paramount Pictures for all their feature films.[3]

In August 2022, it was announced Maximum Effort will launch a linear TV channel on FuboTV.[12] The first original program on the channel is entitled Bedtime Stories with Ryan and premiered June 20, 2023.[13]

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.[14]

In June 2023 it was announced that the 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".[15]

Marketing

Maximum Effort Marketing has created ads for Reynolds' brands Aviation Gin and Mint Mobile,[5] films such as Deadpool 2[5] and Free Guy,[16] and for Match.com,[17] R.M. Williams,[18] and the NAACP Legal Defense Fund.[1] 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.[19][20] A spot for Mint Mobile featured Rick Moranis, in a rare public appearance for the actor,[19] and an advertising stunt for Aviation Gin and Laughing Man Coffee had a faux Twitter war between Reynolds and Hugh Jackman.[5][20] A video for Match.com went viral at the end of 2020, as it featured Satan dating the year 2020 and debuted Taylor Swift's re-recording of her song "Love Story".[21]

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.[22]

The company has gained notoriety for its ability to produce ads quickly, an approach Reynolds calls "Fastvertising."[23]

Filmography

Film
Year Title Production partners Distributors
2018 Deadpool 2 20th Century Fox, Marvel Entertainment, Kinberg Genre, The Donners' Company, TSG Entertainment 20th Century Fox
2021 Free Guy Berlanti Productions, 21 Laps Entertainment, Lit Entertainment Group, TSG Entertainment 20th Century Studios
2022 The Adam Project 21 Laps Entertainment, Skydance Media Netflix
Spirited Apple Original Films, Gloria Sanchez Productions, Mosaic, Two Grown Men Apple TV+
Shotgun Wedding Summit Entertainment, Lionsgate, Mandeville Films, Belle Hope Productions, Nuyorican Productions Amazon Studios
2024 Deadpool 3 Marvel Studios Walt Disney Studios Motion Pictures
IF Sunday Night Productions Paramount Pictures
TBA Rachel Nevada[24] —
TBA Boy Band[25] 21 Laps Entertainment
TBA Mayday[26] Apple Original Films, Skydance Media Apple TV+

Short film
Year Title Production partners Distributors
2021 Deadpool and Korg React — YouTube

Television
Year Title Production partners Network
2020 Don't Banijay Studios North America ABC
2022 Welcome to Wrexham FXP, Boardwalk Pictures, 3 Arts Entertainment, RCG Productions, DN2 Productions FX
TBA Biker Mice from Mars[27] Nacelle, Maximum Effort Channel FuboTV

References
  1. Ringen, Jonathan (August 4, 2020). "Ryan Reynolds on 'Deadpool,' diversity, and the secrets of successful marketing". Fast Company. Retrieved September 1, 2021.
  2. Kroll, Justin (May 3, 2021). "Ryan Reynolds And His Maximum Effort Banner Sign First-Look Deal With Paramount Pictures". Deadline. Retrieved September 1, 2021.
  3. Donnelly, Matt (May 3, 2021). "Ryan Reynolds' Maximum Effort Signs Three-Year First-Look Film Deal at Paramount". Variety. Retrieved September 1, 2021.
  4. McClintock, Pamela (May 16, 2018). "Ryan Reynolds Names George Dewey President of Maximum Effort Prods". The Hollywood Reporter. Retrieved September 1, 2021.
  5. Dan, Avi (January 7, 2021). "Actor Ryan Reynolds' Subversive Startup May Be The Best Ad Agency In America Right Now". Forbes. Retrieved September 1, 2021.
  6. Grobar, Matt (June 23, 2021). "MNTN Adtech Company Acquires Ryan Reynolds' Maximum Effort Marketing". Deadline. Retrieved September 1, 2021.
  7. Chan, J. Clara (June 23, 2021). "Ryan Reynolds' Maximum Effort Marketing Acquired by MNTN". The Hollywood Reporter. Retrieved September 1, 2021.
  8. Fleming, Mike (September 28, 2018). "Ryan Reynolds, Shawn Levy Team For 'Free Guy' At Fox". Deadline. Retrieved September 1, 2021.
  9. Sneider, Jeff (November 23, 2020). "Ryan Reynolds to Call Mark Ruffalo "Daddy" in Time Travel Movie 'The Adam Project'". Collider. Retrieved September 1, 2021.
  10. Lovitt, Maggie (July 6, 2021). "First Image for Ryan Reynolds and Will Ferrell's 'Spirited' Features the Pair in a Close Stare Down". Collider. Retrieved September 1, 2021.
  11. "Wrexham FC: Welcome To Wrexham By Maximum Effort Productions". The Drum. Retrieved July 22, 2022.
  12. Spangler, Todd (August 8, 2022). "Ryan Reynolds' Maximum Effort Gets $10 Million in FuboTV Shares Under First-Look Unscripted Production Pact". Variety. Retrieved March 7, 2023.
  13. Spangler, Todd (June 15, 2023). "A Pajama-Clad Ryan Reynolds Reads You Bedtime Stories in His First Original Series for Fubo". Variety. Retrieved June 18, 2023.
  14. Spangler, Todd. "Ryan Reynolds' Maximum Effort Part of Venture Building 1.2 Million-Square-Foot Studio in Canada (EXCLUSIVE)". variety.com. Variety. Retrieved October 4, 2023.
  15. "Ryan Reynolds strikes deal with S4C to broadcast Welsh shows in US". June 26, 2023. Retrieved July 6, 2023.
  16. McClintock, Pamela (August 25, 2021). "How Ryan Reynolds Marketed 'Free Guy,' an Original Movie That Kept Getting Delayed". The Hollywood Reporter. Retrieved September 1, 2021.
  17. Lundstrom, Kathryn (April 7, 2021). "Match's Satan Returns to Wreak Havoc on Big Wireless Customers in New Mint Mobile Ad". Ad Week. Retrieved September 1, 2021.
  18. Diaz, Ann-Christine (October 1, 2020). "Almost Naked Hugh Jackman Wears Nothing But Boots In This Ad For R.M. Williams". Ad Age. Retrieved September 1, 2021.
  19. Crook, Jordan (November 28, 2020). "How Ryan Reynolds and Mint Mobile worked without becoming the joke". TechCrunch. Retrieved September 1, 2021.
  20. Hsu, Tiffany (December 9, 2019). "Peloton's Cringe-y Ad Got Everyone Talking. Its C.E.O. Is Silent". New York Times. Retrieved September 1, 2021.
  21. Sippell, Margeaux (December 2, 2020). "Satan and 2020 Are a 'Match Made in Hell' in Taylor Swift and Ryan Reynolds' Match.com Ad". The Wrap. Retrieved September 14, 2022.
  22. Griner, David (December 12, 2021). "Mr. Big Is Just Fine in Ryan Reynolds' Peloton Ad". Adweek. Retrieved December 13, 2021.
  23. Griner, David (February 3, 2022). "Ryan Reynolds and His Agency President Reflect on the Realities of Fastvertising". Adweek. Retrieved June 18, 2023.
  24. Kroll, Justin (September 27, 2022). "Paramount Lands Pitch 'Rachel Nevada' From Hannah Hafey And Kaitlin Smith; Ryan Reynolds' Maximum Effort Producing". Deadline. Retrieved February 28, 2023.
  25. Kit, Borys (February 23, 2023). "Ryan Reynolds to Star In, Produce Comedy 'Boy Band' for Paramount (Exclusive)". The Hollywood Reporter. Archived from the original on February 24, 2023. Retrieved February 28, 2023.
  26. Kroll, Justin (June 8, 2023). "Ryan Reynolds & Kenneth Branagh To Star In 'Mayday'; Jonathan Goldstein, John Francis Daley Directing Action-Adventure Pic For Apple And Skydance". Deadline Hollywood. Retrieved June 8, 2023.
  27. Haring, Bruce (July 21, 2023). "Ryan Reynolds To Co-Produce Nacelle's 'Biker Mice From Mars' Animated Series". Deadline Hollywood. Retrieved July 21, 2023.
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