IAM Entertainment Developing Film Based on Macy’s Thankgiving Day Parade

     March 9, 2011


I’m not against a film based on the Macy’s Thanksgiving Day Parade.  I think it’s funny that for one day a year people gather around their TVs and watch giant inflatable movie and TV icons hover across the streets of New York City.  On any other day, a giant Snoopy float coming down 6th Avenue would confuse/terrify you.  What I’m against are comments like this from producer Scott Glassgold:

“We’re aiming to make a four-quadrant, family-friendly film somewhere in that Night At The Museum, Elf sweet spot.”

Yeah, because when I go see a movie, I want to make sure it hits all four quadrants.  Rumor has it that if you really nail the Night at the Museum spot, it will spray mediocrity all over your face.  Glassgold and producing partner Raymond Brothers are working to turn the popular parade into a feature film.  Hit the jump for more on the project.

macys-day-parade-kermit-float-01Heat Vision reports that Glassgold and Brothers have secured the rights to develop a feature film based on the parade through their IAM Entertainment banner.  Macy’s senior VP Robin Hall says “We are always searching for the next Miracle on 34th Street.”

Glassgold and Brothers are meeting with writers and exploring various concepts, including one where the floats come to life.  I think that could make for a spectacular, tongue-in-cheek monster movie, but I doubt Macy’s wants to see their parade associated with city-destroying floats.

Macy’s is careful with its brand (it initially declined to be associated with Jon Favreau’s Elf, but later agreed to be part of the Broadway musical version), but Hall says Glassgold and Brothers made a “compelling argument” as to why they should make a movie based on the parade.  I like to imagine that argument went something like, “You’re getting destroyed by big box stores and the Internet and you want to stay culturally relevant.”  Perhaps they said it with slightly more finesse.  Hopefully they made mention of hitting those sweet, sweet quadrants.

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