CraveTV has joined forces with New Metric Media, the producer of Letterkenny to build the small-town, smash hit comedy beyond the series itself into a worldwide entertainment brand.
The initiative is a comprehensive multi-year partnership that includes an unprecedented production commitment, investment in the support of any existing and new ancillary brand extensions, and a partnership on the international sales and distribution of the series, alongside DHX Media.
In the comprehensive agreement, CraveTV and New Metric Media will partner on the production of more than 40 new episodes. With seasons 1-3 already streaming, the agreement commits to a total of at least 73 episodes of the award-winning original comedy.
CraveTV’s commitment to brand support includes the continued cross-platform marketing campaigns for the series as well its brand extensions including sought-after the Letterkenny merchandise and the highly successful Puppers Premium Lager in partnership with Stack Brewery in Sudbury.
As well, the partnership includes cross-promotional support for the just-announced, 26-city Letterkenny LIVE! tour, a 90-minute comedy experience starring Jared Keeso (Wayne), Nathan Dales (Daryl), K Trevor Wilson (Dan) and Mark Forward (Coach), kicking off in Halifax on February 28th next year with plans to extend into the U.S.
Finally, CraveTV and New Metric Media’s multi-year commitment includes partnering on the sale and distribution of the series and its format, alongside DHX Media, to the international market. The series and format was officially rolled out to International buyers this week at MIPCOM in Cannes, France.
“Wth its devoted audience on CraveTV and buzzworthy appeal, Letterkenny is carving out a permanent place in Canadian pop culture,” said Justin Stockman, Vice-President, Pay and OTT Services, Bell Media. “Alongside our partners at New Metric Media, we’re committed to sharing Letterkenny with the world by bolstering all facets of the Letterkenny brand both in Canada and internationally.”
“Working with the CraveTV team has been solid from the get-go so, we’re excited to crack open even more six-packs of Letterkenny with them,” said Mark Montefiore, New Metric Media. “It’s truly a pleasure to present this comedy to the international industry with a dedicated partner who really ‘gets it’.”
Based on the internet sensation Letterkenny Problems, the half-hour comedy – and now bona fide cultural phenomenon – is currently a top performer and marquee program for the streaming service since it made it memorable launch on Super Bowl Sunday 2015.
As previously announced, a special Halloween episode of Letterkenny, “The Haunting of MoDean’s II”, began streaming last week exclusively on CraveTV. Another six-pack of new episodes is set to launch later this year.
Shot on location in and around Sudbury, Letterkenny revolves around the dustups Wayne (Jared Keeso) and his buds get into with their small-town rivals. The Hicks, The Skids, and The Hockey Players get at each other about the most mundane things, often ending with someone getting their ass kicked.
Season 1 of Letterkenny took home three 2017 Canadian Screen Awards: Best Comedy Series, Best Writing in a Comedy Program or Series, and Best Direction in a Comedy Program or Series. As well, series creator Jared Keeso and co-writer and director Jacob Tierney took home a Writers Guild of Canada Screenwriting Award for TV Comedy. Seasons 1 – 3 are currently streaming on CraveTV and Season 1 is also available on iTunes and Google Play.
Letterkenny is produced by New Metric Media, in partnership with DHX Media and Playfun Games in association with Bell Media, with the participation of Canadian Media Fund, OMDC Tax Credits and the Canadian Film or Video Production Tax Credit and the Northern Ontario Heritage Fund and distributed by DHX Media. Jared Keeso is executive producer, co-writer, star, and creator, Jacob Tierney is executive producer, director, and co-writer. Mark Montefiore and Patrick O’Sullivanare executive producers for New Metric Media. Steven DeNure is Co-Founder, President and COO of DHX Media. Sarah Fowlie is Director, Original Programming, Comedy, Bell Media. Production Executive for Bell Media is Bill Lundy. Corrie Coe is Senior Vice-President, Original Programming, Bell Media Mike Cosentino is President, Content and Programming, Bell Media. Randy Lennox is President, Bell Media.