• Los Angeles Times, Monday, September 28, 2009 10:41 AM

Following the success of movies such as "Pirates of the Caribbean" and "Transformers," Hollywood studios are increasingly enamored with projects that are based on well-known toys and games, Ben Fritz reports.

"Brands are the new stars," says Universal Pictures chairman Marc Shmuger. "That's what you used to pay the star, although, fortunately, they're not as expensive." Universal alone has optioned Asteroids from Atari, Barbie from Mattel, and has development deals for several Hasbro products.

Chris Silbermann, president of talent agency International Creative Management, says that you need "a certain amount of unaided awareness" just for starters if you're looking for backing for a movie with blockbuster potential. Classic toy and game brands have a nostalgic appeal, too, as the successful Abba musical "Mamma Mia!" shows.

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