The principals of Seven Bucks Productions –Dwayne Johnson, Dany Garcia and Hiram Garcia – are between The Rock and a hard place.
The 12-year-old film and TV shop was one of the earliest prototypes for a modern production company built around a megastar. These were businesses created to give more control and equity to figures like Johnson and his contemporaries (Reese Witherspoon, LeBron James and Margot Robbie, to name a few). But as Hollywood struggles with consolidation and a cash crunch, scaling past the big name behind the brand may be essential for their long-term survival.
Some celebrity-backed companies have chosen to move into ancillary businesses beyond the
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