Plan B Deal "Put Mediawan On The Map In The U.S."

Buying Brad Pitt ‘s Plan B Entertainment was the ticket into the U.S. that France’s Mediawan Group craved, delegates heard today at MIPCOM .

During an on-stage interview, Elisabeth d’Arvieu, CEO of Mediawan’s film arm, Mediawan Pictures , said the 2023 deal for 60% of Plan B played a big part in the company going from complete unknown in the U.S. to a rolling stone.

“After growing in Europe, which is in our DNA and is our competitive advantage, we felt the need to be put on the map in the U.S.,” she said. “We wanted to be identified by commissioners and clients, and follow up on a promise made to talent in Europe to properly give international exposure to their art.”

Not just that, but there was a growing frustration with the independent production group that its IP was being