Leftfield Pictures after ‘Pawn Stars’: A Structure, Doors Open, Renewals, Pitches, Green Lights. What Next? (3/4)
2011 March 23
We continue our 4-part Case Study on ‘The Rise and Rise of Leftfield Pictures’, creator of the History hit Pawn Stars and its spinoff American Restoration.
-
In 2007, Leftfield produced 1 hour for CBS.com
-
In 2011: up to 12o hours! And for multiple channels
What’s behind Leftfield’s meteoric growth after Pawn Stars?
Dont miss our earlier posts
- Leftfield’s hard slog to Vegas (1/4)
- Pawn Stars: Concept, Talent, Sizzle, Pitch, Green Light and Hit (2/4)
Scaling Up
- According to Leftfield Pictures’ Brent Montgomery: “I had seen production companies fail to expand after they created a hit show and then miss out on seizing their golden moment. The sudden need to grow was too much of a challenge for them. We wanted to avoid that at all costs.
- “We made three key hires. All three were from networks, and were intended to bridge the gap between the buyer and seller.
- “We hired a general manager to put in place the proper systems and practices, a head of development, and a head of current programming.
- “I didn’t really have good access to production company owners for advice. So I asked the only successful business owner I knew for guidance. He owned an architecture firm, and I figured that business is business. He was very insightful.”
What changed after Pawn Stars?
- “Pitching is easier. Getting in the door is not a problem.
- “Network development execs always want to know:
- ‘In addition to creating a 6-minute sizzle reel: Can this producer execute?’
- “Now they know that we can!”
- “And networks are now coming to us with ideas. Sometimes they have a hole to fill. Or they may have a strong concept that they have developed internally and that they want to go straight to series.”
A Spinoff Hits!
- “We pitched History another half-hour show
- “American Restoration is built around Rick Dale, an expert and restorer who we met during our work with the Harrisons on Pawn Stars
- “The show chronicles the daily activities at Rick’s Restorations, the antique restoration store, where Rick, his staff, and teenage son restore vintage items
- “We delivered 4 episodes, and History ordered a lot, lot more.”
- Here’s the trailer:
Leftfield Grabs Two of the Top 10 for 2010
- American Restoration went on to average 3.3 million viewers in 2009, and ranked #10 amongst all Cable Unscripted shows
- Pawn Stars was ranked #2 with 4.9 million viewers, behind MTV’s Jersey Shore (5.0 million)
- #3 was Discovery’s Deadliest Catch (4.5 million)
Diversifying Buyers
Leftfield avoided the trap of becoming dependent on a single show, channel or commissioner
- The prodco has earned repeat commissions from CBS, truTV, History, TLC and Science
- In 2011 to date, Leftfield added several new channels as clients, including Logo, HGTV, A&E, Bravo, ION and Travel
- Leftfield is described as ‘an up-and-coming super-producer’, and a ‘fresh alternative’ to Original, Pilgrim and other leading Factual entertainment leaders
Leftfield Produced Programming, 2007-11
| 2007 | |||
| InTurn Season 1 | CBS.com |
1 |
60 |
| InTurn Season 1 | CBS.com |
24 |
6 |
| InTurn Season 2 | CBS.com |
16 |
6 |
|
Total Hrs |
1 |
||
| 2008 | |||
| Principal’s Office Season 1 | truTV |
11 |
30 |
| Hallmark Heroes (specials) | Hallmark Channel |
2 |
60 |
| InTurn Season 3 | CBS.com |
16 |
6 |
| Bridal Bootcamp Season 1 | CMT |
8 |
30 |
|
Total Hrs |
11.5 |
||
| 2009 | |||
| Principal’s Office Season 2 | truTV |
10 |
30 |
| Pawn Stars Season 1 | History |
26 |
30 |
| Happily Ever Faster | TLC |
7 |
30 |
|
Total Hours |
21.5 |
||
| 2010 | |||
| Pawn Stars Season 2 & 3 | History |
57 |
30 |
| Oddities Season 1 | Discovery/Science |
10 |
30 |
| Moving In Season 1 | MTV |
20 |
30 |
| American Restoration Test | History |
4 |
30 |
| Door Knockers Season 1 | DIY |
5 |
30 |
| Seeing vs Believing (Special) | TLC |
1 |
60 |
| What the Sell Pilots | TLC |
2 |
30 |
|
Total Hrs |
50 |
||
| 2011 | |||
| Pawn Stars Season 4 + | History |
31 |
30 |
| Oddities Season 2 | Discovery/Science |
10 |
30 |
| American Restoration Seas.1 | History |
30 |
30 |
| Set-Up Squad Season 1 | Logo |
10 |
60 |
| Our First Renovation Season 1 | HGTV |
14 |
30 |
| What the Sell Season 1 | TLC |
14 |
30 |
| Junkies Season 1 | Science |
6 |
30 |
| Monster In Laws Season 1 | A&E |
13 |
30 |
| Fashion Hunters Season 1 | Bravo |
12 |
30 |
| I Can Do Your Job Season 1 | ION |
6 |
60 |
| Car Fellas Season 1 | Discovery |
12 |
30 |
| Truck Stop Season 1 | Travel |
13 |
30 |
| Door Knockers Season 1 | DIY |
5 |
30 |
|
Total Hrs as of September 2011 |
96 |
||
Success Rate
According to Brent Montgomery:
- “Here’s the stat that I’m most proud of: Leftfield has produced eight pilots, and each of them went to series.”
What’s Next?
- “The broadcast networks! They are developing and scheduling more and more Reality TV
- “It’s a moment of opportunity. They’ve opened the door to Leftfield, and we want to get down to work with them.”
Is a Move from New York to L.A. in the Cards?
- “No, we won’t move there, even though it would simplify our office space problems
- “We’re looking strongly at L.A. for an expansion, but we love New York
- “There are lots of buyers in New York and Washington. Producers don’t have to be in L.A. to be successful. There are many successful production companies on the East Coast.”
Next Week: Leftfield’s Secret Sauce?
- Characters are kings!
- How does Leftfield put Casting under the microscope? (4/4)
Earlier posts on the rise of Leftfield and its hit Pawn Stars
- Week 1: Leftfield’s hard slog to Vegas (1/4)
- Week 2: Pawn Stars: Concept, Talent, Sizzle, Pitch, Green Light and Hit (2/4)
————————————————
Speaking Engagements
HotDocs
(Forum, May 4-5, Toronto)
Sunnyside of the Doc
(June 21-24, La Rochelle)
And a special seminar in Chicago
(May)
Details to follow
————————————————
