By combining Hypnotic, the TV/film producer responsible for such properties as "The O.C." and "Terry Tate" for Reebok with gaming company YaYa and indie-film distributor Wellspring Media, Bannon, a former banker with Goldman Sachs, and Schulte, who ran the brand division for Jeff Kwatinetz at The Firm, are now poised for attack.
With the trinity of production, distribution and gaming expertise under the same umbrella, the duo is betting that this collection of assets will coalesce to deliver strong ROI for brands.
Will the whole be greater than the sum of the parts? Or will this prove to be another spray-n-pray shopping spree that grabs headlines but offers little value?