Most might flinch when pairing a wholesome family brand with an R-rated fugitive thriller. Toys “R” Us Studios, however, saw nothing but upside in “ Roofman .”

The film — a true account of a prison escapee holed up in a North Carolina big-box store (guess which) — was hardly what Kim Miller Olko would call “the most positive, family-friendly story.” Yet the Toys “R” Us Studios president was enthused by the prospect of a feature-length spotlight, no matter the tone — and she grew even more gung-ho once her cross-promotional offers to Paramount came back with a polite no thanks.

“We went on social media and launched what we jokingly called a harassment campaign,” Olko quipped during her opening MipJunior keynote on Saturday. The strategy had two goals: to rattle the studios into payi

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