Tonka Trucks is getting a movie. Adam Sandler making it. Why? No one knows.   2 comments

Happy Madison, Adam Sandler‘s production company, has been tapped to start working on a Tonka Truck Movie for Sony Pictures Animated.


Happy Madison was also put in charge of the Candyland movie earlier this year.  Both of these family friendly films will be adaptations of Hasbro owned intellectual properties.  This is coming off of the heels of the toy company’s recent flop Battleship and the subsequent delay of GI Joe: Retaliation, for which I have a super good idea of how to retool.

Hasbro, Sony and Happy Madison are all entertainment companies that make money by figuring out what sort of thing people will pay $10+ to see and then creating it.  Typically this will mean aiming for the lowest common denominator; that sweet spot where your movie is just stupid enough to appeal to the mass audience, but not so stupid that they feel like you’re insulting them by expecting them to see it.

Happy Madison and Sony have had problems with this recently.

I have to wonder how a movie can be branded with a product that has no story to tell.  Any movie that is produced with the Tonka Truck name will have as much to do with Tonka Trucks as You Don’t Mess With the Zohan has to do with Pantene Pro V.

Bob Osher, president of Sony Pictures Digital Productions, says “In its 65 years, TONKA has become more than a toy or a brand – TONKA trucks are a rite of passage for kids all around the world. Time spent with these toys creates memories that last a lifetime as kids are inspired to play using the boundaries of their imagination. We look forward to creating a family friendly motion picture that brings the TONKA experience to life.”  Perhaps Bob doesn’t realize that he has been beaten to the punch on this one.

Osher is right, though.  One of my most beloved childhood toys is a big yellow Tonka dump truck that resides in my parent’s garage to this day.  Right next to my box of Transformers and Ninja Turtles, both of which also have new movies in the works.

Film making is the art of telling a story on screen, so I think it is funny that Osher, the head of a major film studio, didn’t say that they are making this movie because they have a story to tell about Tonka Trucks, but rather that Tonka Trucks are something that people already love, so they are going to make a movie about them.  This translates to “Our market research shows that you already love our brand-name and we can make a lot of money selling your childhood back to you. We don’t need to make this movie any good in order to make a profit.  Bring the kids.”

My solution? Skip it, and spend your money on whatever Pixar is putting out at that time instead. It will probably be much better.


Posted June 12, 2012 by atomicsam in Film

Tagged with , , , ,

2 responses to “Tonka Trucks is getting a movie. Adam Sandler making it. Why? No one knows.

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  1. Adam Sandler in a movie about Tonka Trucks. My God, Hollywood really DID steal its ideas from Awesom-O!

  2. I get the feeling that Hollywood producers are literally going down this list:,8381/

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