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  • October 2016 (Revised February 2020)
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Dwayne 'The Rock' Johnson

By: Anita Elberse
  • Format:Print
  • | Language:English
  • | Pages:29
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Abstract

In June 2016, Dwayne ‘The Rock’ Johnson is planning for the upcoming launch of an endeavor that is a first for a Hollywood actor with superstar status—a digital channel. The channel (named “Seven Bucks Digital Studios”) will be a new part of film and television production company Seven Bucks Productions, which Johnson co-owns with his business partner and former wife, Dany Garcia. Under Garcia’s guidance, Johnson has made a successful transition from being a top wrestler with World Wrestling Entertainment to also climbing the ranks in Hollywood, becoming one of its most bankable and highest-paid actors. The two stand out for pursuing an ambitious slate of projects as producers as well, making Seven Bucks Productions a force to be reckoned with in the world of entertainment. Are Johnson and Garcia right to bet on a new digital channel, which is scheduled to make its debut on YouTube in the next month, and do they have the best approach to making that channel a success?

Keywords

Entertainment; Film; Motion Picutres; Superstar; Innovation; Creative Industries; Talent; General Management; Celebrities; Management; Information Technology; Strategy; Talent and Talent Management; Creativity; Marketing; Personal Development and Career; Film Entertainment; Innovation and Invention; Digital Strategy; Entertainment and Recreation Industry; Motion Pictures and Video Industry

Citation

Elberse, Anita. "Dwayne 'The Rock' Johnson." Harvard Business School Case 517-059, October 2016. (Revised February 2020.)
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About The Author

Anita Elberse

Marketing
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Related Work

    • October 2016 (Revised February 2020)
    • Faculty Research

    Dwayne 'The Rock' Johnson

    By: Anita Elberse
Related Work
  • Dwayne 'The Rock' Johnson By: Anita Elberse
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