At this year’s South by Southwest Film & TV Festival, an unexpected producer sat alongside the likes of Netflix and A24 in the premiere lineup: Dick’s Sporting Goods.
The retailer’s in-house entertainment studio, Cookie Jar & A Dream Studios, made its SXSW debut with Summer of ’94, a documentary about the U.S. men’s national team’s journey to the 1994 FIFA World Cup.
The film didn’t just mark a milestone for the young studio; it was also a sign that brand entertainment is finally coming of age.
Dick’s launched Cookie Jar & A Dream Studios last year. Within months, Under Armour unveiled its own content studio, Lab96.