The Creative Thinking Behind Space Jam

Usually merchandising follows a movie. Not this time.

How do you get your young kids get excited about basketball when they live in a country where the sport isn’t played?

That was a problem I wanted to solve.

I grew up in Indiana – prime basketball country - in the small town where it all began.

But our kids have spent their entire lives in London.

No one cares about basketball here.*

So it’s on me to educate my kids on Larry Bird and Bobby Plump and John Wooden. That’s cool – I’m up to it. But first, I had to show them what basketball was.

I decided to put on the movie Hoosiers (which is called Best Shot in the UK – presumably because no one else knows the term ‘Hoosiers’). This movie was filmed in Indiana (not far from my hometown) and a thrill of my childhood was getting to be an extra in the film during the Cedar Knob game.

But Hoosiers is a movie from 1986 – that takes place in the 1950s.

My kids were not interested in watching it. AT. ALL.

But I don’t give up easily.

Enter Space Jam.

Last summer (still basking in full Last Dance nostalgia), I put on the Michael Jordan / Bugs Bunny film from 1996.

It’s terrible.

I mean, really bad. The editing of the final game is hilariously off (and I am not the only nerd who noticed the math didn’t add up with the scoreboard).

But my kids LOVED it.

They think Michael Jordan is the greatest. They ask if they can go to a game in America to watch Charles Barkley and Muggsy Bogues.

But watching the film made me curious – HOW did this movie come to be?

Turns out, it’s a story that involves creative thinking – and shameless cash grabs.

Everybody get up, it’s time to slam now…

Here’s the story of Space Jam…

In 1995, Michael Jordan returned to the NBA following a brief stint in professional baseball. His image took a hit after retiring from basketball in 1993, and rumors of a gambling addiction threatened to tarnish his squeaky-clean image. 

His return to the Chicago Bulls in 1995 had people wondering if the glory days of Michael Jordan were over.

Enter Bugs Bunny.

At the same time Michael Jordan wanted to strengthen his brand, Warner Brothers wanted to reboot Bugs Bunny and the rest of their Looney Tunes franchise for a new generation. 

It was Jordan’s agent David Falk that came up with the idea to pair Bugs and MJ in a feature film. The two had already had success with a Nike commercial that appeared during the Super Bowl, and Falk sold the concept to the studio “as much for its merchandising potential as for its box-office appeal.”

The plot of the film was simple: Michael, playing himself, would help the Looney Tunes characters win a basketball game. Michael would be painted as the charismatic hero, and the Looney Tunes would be cool again. 

And they’d all make a lot of money.

Warners agreed – and Jordan spent the summer of 1995 with Bugs and Lola Bunny making Space Jam. 

And the film does not hold back on its product placement. In addition to Air Jordans, the film name checks every product Jordan endorsed – from McDonald’s and Hanes to Gatorade.

“Everything he did was integrated,” said Falk.

And the strategy worked.

Space Jam was a smash.

The film was released in November 1996, five months after Jordan and the Bulls had won their fourth NBA title, and set the league record for the most wins in a regular season.

Space Jam opened at No. 1 at the box office, and took in $230 million worldwide (on a $90 million budget) and it also boasted a six-time-platinum soundtrack with the smash hit song, I Believe I Can Fly.

But Falk was right: the real money came from the merchandising. 

The merchandise sales – including 78 Space Jam tie-in products bearing Jordan's likeness – brought in $1.2 billion. In 2009, one industry insider estimated the global economic impact of the Space Jam franchise over the years at $4-6 billion.

Is it any wonder they are relaunching Space Jam 25 years later?

Prepare for the Lebron-MJ debate to gain steam – and for a lot of Space Jam 2 merchandise!

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And if not, please get in touch and check out my website for more information.

Keep Smiling!

-Beth

*I’m sure there are others in the UK who care about basketball. If you know any of them, tell them to get in touch so we can discuss March Madness next year. ;-)