# Rival Studios Rejected 'I Play Rocky' Over Franchise Advertising Concerns Amazon MGM Studios secured the film after competitors feared promoting a rival's intellectual property. - **Source:** [Fortune | FORTUNE](https://brifing.si/source/769282ef-327a-4454-909a-3c7936216004) - **Published:** 2026-11-10 - **Topic:** [entertainment](https://brifing.si/c/entertainment) - **Original article:** - **On Brifing:** https://brifing.si/s/fb133349-19d1-4f92-a14d-f585b8c8f941 ## The Rocky Origin Story The film I Play Rocky dramatizes the creation of the original 1976 classic, focusing on Sylvester Stallone's struggle to write and star in the project. Directed by Peter Farrelly, the movie premiered at the Toronto International Film Festival in September. It serves as a narrative exploration of Hollywood's legendary underdog success story. ## Franchise Financial Success The original Rocky film grossed $117 million domestically, launching a massive franchise that has earned $1.9 billion worldwide across nine films. This library became a core asset for Amazon following their $8.45 billion acquisition of MGM in 2022. The brand remains a significant commercial pillar for the studio's broader entertainment portfolio. ## Rival Studio Hesitation Screenwriter Peter Gamble noted that multiple rival studios rejected the project during development. Competitors were reluctant to finance a film that effectively served as an advertisement for another studio's intellectual property. They feared the potential rewards would primarily benefit the franchise owner, Amazon MGM, rather than the distributor of the biopic. ## Legal and Creative Hurdles While the production could technically proceed under fair use laws, incorporating iconic elements like Bill Conti's theme music presented significant risks. Navigating copyright law without MGM's cooperation would have been expensive and legally treacherous. Producers initially sought independent financing at the Marché du Film in Cannes before securing a deal with Amazon. ## Amazon's Strategic Integration Amazon MGM Studios signed on to distribute the film before production began, allowing the filmmakers to utilize original franchise assets. This partnership enabled the use of authentic shots and the iconic theme song. By backing the project, Amazon gained a tool to introduce the Rocky brand to a new generation of viewers. ## Production and Distribution Path Developed as a spec script, the project reached producers Christian Baha and Toby Emmerich before finding its home at Amazon. The film acts as a bridge between the original 1976 classic and modern audiences. Its release coincides with the 50th anniversary of the character Rocky Balboa, marking a milestone for the studio. ## Early Box Office Performance The film opened on seven screens on November 6, grossing approximately $345,000. This resulted in a strong per-screen average of roughly $49,300, according to data from The Numbers. A wide release is scheduled for November 20, testing the continued market relevance of the Rocky brand nearly two decades after the last installment. ## Strategic Franchise Value This project highlights the competitive nature of modern studio ecosystems where intellectual property ownership dictates production viability. By controlling the narrative of its own franchise, Amazon MGM maximizes the long-term value of its assets. The film serves as both a historical tribute and a calculated effort to revitalize a legacy brand. ## Sources covering this story - https://fortune.com/2026/11/10/i-play-rocky-amazon-mgm-stallone-franchise-50/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._