"Create. Package. Provoke." That is a tagline found on the Web site of Richard Branson's Virgin Group, which unveiled Virgin Produced, its new film and TV development, packaging and production
company. It will be led by former J2TV/J2 Pictures producers Jason Felts as CEO and Justin Berfield as chief creative officer. Based in L.A., it promises to "break the mold of Old Hollywood by
providing a collaborative environment that embraces talent so they can best create and inspire."
Virgin Produced has struck a joint venture with Kavanaugh's Relativity Media's Rogue
Pictures to develop, produce and market films. "Virgin has always been about doing it your way, expressing oneself through innovation," said Relativity CEO Kavanaugh. "It dares to be different. We
believe that their approach to film is suited to do just that, and pairing the Virgin and Rogue brands together to create innovation couldn't be more natural."
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