The creators of “South Park” are branching out beyond the underpants business.
Araya Diaz/Getty Images for Pantages Theater
From left, Matt Stone, Trey Parker, Casey Nicholaw and Robert Lopez at the Los Angeles opening of “The Book of Mormon.”
Taking after the Gnomes on the animated series who ardently practice American capitalism, Trey Parker and Matt Stone have wooed investors and raised money to form their own production studio, which they plan to announce on Monday.
The new company is to be called Important Studios and hopes to be just that. With an estimated value of $300 million built on revenue from “South Park,” now in its 16th season on Comedy Central, and the Broadway megahit “The Book of Mormon,” the studio will have the power and money to approve television, movie and theater projects, including a big-screen version of “The Book of Mormon.”
On Friday, Mr. Parker and Mr. Stone were putting together the final news release to announce their studio. They settled on this quip: “Having worked with several different studios over the years, we came to realize that our favorite people in the world are ourselves.”
The pair will join a short line of Hollywood players who have formed their own studios as a way to gain control over the creative, production and distribution process.
Merv Griffin created a television empire that he parlayed into real estate and other ventures. Dick Clark created Dick Clark Productions, which continued after his death last year. In 2006, the “American Idol” host Ryan Seacrest created Ryan Seacrest Productions, which produces reality shows including “Keeping Up With the Kardashians” and related spinoffs.
Lately, those independent studios have become ripe for acquisition as media conglomerates look to expand their library of intellectual property and consumer products. In October, Disney said it would pay $4.05 billion in cash and stock for Lucasfilm, the production studio created by George Lucas, and the company that produced “Star Wars” and its lineup of lucrative sequels and prequels.
Mr. Stone initially said he hoped Steven Spielberg’s DreamWorks or Mr. Lucas’s Lucasfilm could serve as a model for Important Studios, then paused for a moment. “In some ways it’s a stupid comparison because they are gargantuan,” he said. “We want to be a smaller, more humble version of that.”
He continued: “If DreamWorks is Walmart, we are over here knitting sweaters.”
The “South Park” creators have made millions and attracted both fans and detractors in satirizing everything from Christmas (celebrating the holiday with singing fecal matter) to Islamist extremism (depicting Muhammad in a bear suit) and race relations (naming one of the only black characters on the series Token).
Important Studios will incorporate revenue from “South Park” and “The Book of Mormon,” as well as revenue from future projects. “The Book of Mormon,” one of the highest-grossing Broadway musicals in recent years, received nine Tony Awards in 2011 and has grossed more than $200 million.
That amount continues to grow because the New York production makes $1.6 million a week, according to the producers. A touring version of the show makes about $1.6 million a week, and another production in Chicago grosses $1.5 million a week. And the show is about to go into production in London.
Mr. Stone and Mr. Parker, who created the musical, are the largest shareholders in “The Book of Mormon,” followed by the film producer Scott Rudin and others. Among the first projects that Important Studios is likely to develop is a movie version of the musical.
Mr. Stone said he and his partner had been considering forming an independent studio for almost two years. “At first we thought we’d get some money from a hedge fund or a Russian oligarch or something,” Mr. Stone said, seemingly half-joking.
Instead, they teamed with a nascent Hollywood oligarch. Through their relationship with Ariel Z. Emanuel at the talent agency William Morris Endeavor Entertainment, they met Joseph Ravitch. Mr. Ravitch heads the Raine Group, a boutique merchant bank that focuses on entertainment, digital media and sports. (William Morris is an investor in Raine.)
Mr. Ravitch, a former Goldman Sachs banker who advised on the sale of Metro-Goldwyn-Mayer and helped the N.B.A. set up its business in China, hit it off with the two men. Raine invested about $60 million in Important Studios in exchange for a stake of just under 20 percent. Mr. Stone called Raine “big brains with big Rolodexes” and said “the money has some intellect with it.”
‘South Park’ Creators to Start Company, Important Studios
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