LVMH has just created 22 Montaigne Entertainment, a new division dedicated to entertainment. In collaboration with Superconnector Studios, the number-one luxury goods group aims to regain control over the stories associated with its 75 Houses, as well as catching up with rival Kering, whose presence in Hollywood was strengthened last summer.
With its new 22 Montaigne Entertainment division, LVMH is entering the world of Hollywood entertainment.
This new entity will have to find co-production opportunities or find a good way for the group to capitalize on the aura of its brands and control their image. But also to capitalize on the rise of video streaming, as well as on the general public’s craze for biopics and documentaries on SVOD platforms (Netflix, Amazon Prime Video, Apple+, Disney+…).
This outspoken foray also enables LVMH to step on the toes of rival Kering, whose Maison Saint Laurent launched its film production studio last April. In the summer of 2023, through its holding company Artémis, LVMH acquired a majority stake in Hollywood’s most powerful talent agency, CAA (Creative Artist Agency).
A foothold in Hollywood
At a time when the major Hollywood studios are engaged in a merciless war to take back their catalogs from mainstream streaming platforms, and Universal Music has just terminated its catalog distribution agreement with the social network TikTok, LVMH is taking part in this catalog fragmentation by entering the entertainment race too.
On the eve of the French Césars ceremony (February 23) and in conjunction with the Oscars (March 11), and while Apple+ has just launched its The New Look series (on the early days of Christian Dior), the French luxury goods group has announced the creation of a new division entirely dedicated to entertainment.
Its name – 22 Montaigne Entertainment – evokes the address of the holding company’s headquarters as well as a Hollywood or South Korean studio, as k-pop imagery has been particularly present over the past year, including within the LVMH group’s Houses.
This new division’s mission will be to find opportunities for collaboration with creators, producers and distributors. It will also enable LVMH to co-create, co-produce and co-finance films, series, documentaries or podcasts…
This new entity is designed to showcase the personalities, employees and craftsmen behind the most iconic creations of its 75 Houses.
The aim is to build on the success of the documentary “Bvlgari Inside The Dream”, broadcast in around 100 countries in September 2022 on Amazon Prime Video, and to facilitate the production of memorable content linked to its strategic cultural assets.
An organization vehicle
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Featured Photo: The New Look © Apple+