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Nintendo’s history in the movie world is patchy, but the company is gearing up for another rush to expand its franchises — and it’s hiring as it prepares.

The gaming giant has bought Dynamo Picturesa Tokyo-based visual production company that previously worked with Nintendo on the Wii game Metroid: Other M After signing the contract in October, Dynamo will be renamed “Nintendo Pictures”. The entity, the company said, will “focus on developing visual content using Nintendo IP.”

That’s a telling statement for a company that for years has steadfastly resisted expanding its franchise into non-video game worlds. The company is fiercely protective of its property, perhaps due to the lukewarm reception of several television animated series and live-action shows in the late 1980s and the disastrous 1993 live-action film. Super Mario Bros. (More on that in a moment.)

The change of heart began in 2015 when Nintendo buried a line in its earnings that read: “[F]or Nintendo IP, a more active approach will be taken in areas outside of the video game business, including visual content production and character merchandising.”

Nevertheless, there was resistance. Back then, I spoke to Nintendo’s creative mastermind, Shigeru Miyamoto, about the possibility of expanding games into the world of movies, and he wasn’t exactly thrilled.

“Since games and movies seem to be similar media, people’s natural expectation is that we want to take our games and turn them into movies,” he said. “I’ve always felt that video games as an interactive medium and films as a passive medium are very different.”

Still, he added, the company is open to talks.

“As we consider Nintendo’s role as an entertainment company more broadly, we’re starting to think more about how movies can fit in with it – and we may look at things like movies in the future.”

In 2017, Nintendo announced a Deal with Illumination Entertainmentthe animation studio that the Despicable Me Movies to make an animated one Mario Movie with Chris Pratt pronounce the character. It is scheduled for release in spring 2023. And the live-action Pokémon movie, Detective Pikachuwas released in 2019 with Ryan Reynolds.

Nintendo isn’t the only video game company to show increasing interest in Hollywood after decades of low-quality cinematic interpretations of its work. Sony recently released a theatrical adaptation of Unexplored. And Sega saw his two Sonic the Hedgehog Earn movies with Paramount more than $721 million alone at the worldwide box office.

But perhaps no gaming company has embraced the transition from video games to movies more eagerly than Ubisoft. The publisher took an active interest in films related to its properties from 2012, overseeing production and launching its own film department. This unit has had its share of growing pains but has recently made progress on par with that of the last year werewolves inside and Apple TVs Mythic Questfor which a third season is imminent.

With Dynamo’s purchase, Nintendo designers (including Miyamoto) will be able to have more control over how their creations are presented and what stories are told, creating (ideally) more authentic experiences for the company’s legion of fans.

That was of course not the case in the 1990s. For those who don’t know, it’s hard to convey just how bad the first cinematic adaptation of is Super Mario Bros. was. Mario and Luigi are plumbers, yes, but they live in Manhattan and are trying to save Princess Daisy – not Peach – who wears a necklace (made from a meteorite fragment) that can free a race of reptiles living in the sewers. King Koopa, her kidnapper, doesn’t hide her in a castle, but in the rat- and garbage-infested underworld of Dinohattan.

It’s even more confusing when you see it. The film is essentially a non-stop series of early 1990’s special effects, with nonsensical dialogue and Princess Daisy yelling “Luigi!!!”. used as a filler. (Yes, Luigi gets the girl in this one…)

Bob Hoskins, in a 2011 Q&A with The guard, expressed regret at taking on the role, which forced him to slap a comically large mustache across his face and say phrases like, “Come and get it, lizard breath!” while keeping a straight face:

What was the worst job you’ve done?

Super Mario brothers.

What was your biggest disappointment?

Super Mario brothers.

If you could edit your past, what would you change?

I wouldn’t do Super Mario Brothers.

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