Dwayne 'The Rock' Johnson

Anita  Elberse

Case | HBS Case Collection | October 2016 (Revised February 2020)

Dwayne 'The Rock' Johnson

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; digital strategy; superstar; innovation; Creative Industries; Talent; general management; celebrities; Management; Technology; Strategy; Talent and Talent Management; Creativity; Marketing; Personal Development and Career; Film Entertainment; Innovation and Invention; Entertainment and Recreation Industry; Motion Pictures and Video Industry;

Language: English

Format: Print

29 pages

Educators Purchase

Citation:

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

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Case | HBS Case Collection | June 2020

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Anita Elberse and Lizzy Woodham

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Keywords: music; entertainment; media; superstars; Talent; talent development; contracts; labor economics; marketing; strategy; general management;