Bringing Postman Pat to life

In addition to bringing Postman Pat to life, Rubicon plans to open a hi-tech, themed resort on the Red Sea.

It was recently announced that Jordanian Rubicon Group Holdings Entertainment is to bring the iconic Postman Pat to life in his first ever feature film. Digital Studio hears from Rubicon CEO Randa Ayoubi about this production coup for the regional industry.

Winning this role on such a major international brand clearly represents a massive coup, both for Rubicon and the regional industry in general – how was the decision made and how does this reflect on Rubicon and its existing portfolio?

Classic Media had been discussing a Postman Pat move since 2009 and its 30th birthday seemed like a perfect time to celebrate this iconic brand with the announcement of Pat’s first-ever feature film.

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But in doing so, Classic Media wanted to partner with a company that had full production capabilities. RGH Entertainment is known to the global industry as a company that has such capabilities, able to provide every facet from scriptwriting and story boarding, to voice-over, character design, animation and sound editing.

This reputation is based on its high-standards of creativity to date. This includes collaboration with MGM on Pink Panther and Pals which recently won four prestigious Kidscreen Awards including ‘Best Preschool Animated Series’. Meanwhile Ben and Izzy, in partnership with Turner Broadcasting, was aired on Cartoon Network in North America and Europe.

And RGH Entertainment is no stranger to the production of feature films. Based on the Pink Panther IP, it has just completed ‘It’s a Very Pink Christmas’ amongst other feature films that cannot be announced at this stage

Taking this a step further, how do you feel this reflects on the progress of the regional industry as a whole? Are we making strides across the board, or is Rubicon one of a few guiding lights?

It is a process of education. When we launched Ben and Izzy in the US in 2007 the initial reaction from the market was one of pleasant surprise at the animation skills and its production quality, mainly because the series came from relatively unknown quarters in the world of cartoons.

They were surprised when they learnt it didn’t come from a big production house but was produced by a Jordanian media company in Amman. Today, I think that we have the same hurdle but to a lesser degree because the region has the funding and many more production studios that rival Hollywood or London in terms of their facilities and level of creativity.

Coupled with a bourgeoning film industry, it is only a matter of time before it becomes widely accepted that the Middle East is the perfect place to produce.

Rubicon has been involved in a number of international projects recently, from Playstation collaborations to this movie. What does the company have going on on a more specifically regional basis? And indeed, are there any more international irons in the fire we can talk about at present?

Our biggest project is one being driven by RGH Themed Entertainment. The Red Sea Astrarium, as it will be known, is a 184-acre themed entertainment resort celebrating the heritage of the region’s past civilizations, as well as its future, with the world’s only Star Trek attraction as one part of the wider experience.

Opening in 2014, the Astrarium will serve as a model for “green energy,” incorporating state-of-the-art renewable technologies throughout the facility. With an impressive array of technologically advanced attractions, five-star accommodations, captivating theatrical productions, night-time spectacles and unique dining and shopping, The Red Sea Astrarium will offer something for everyone.

Meanwhile RGH Entertainment, as well as working on the aforementioned projects, has entered into an agreement with 41 Entertainment LLC for the co-production of Blake: Double Identity, a series of 26 episodes that mixes 2D and 3D animation.