MNTN, the parent company of Ryan Reynolds' production and marketing firm Maximum Effort, plans to sell its stake back to an affiliate of its original owner, as stated in an S-1 IPO prospectus. This deal, expected to finalize by April 1, includes a continued partnership where Maximum Effort will provide creative services to MNTN. Notably, MNTN reported a $13.5 million goodwill charge for acquiring Maximum Effort in August 2021, which highlights the financial implications of this strategic move. Founded in 2018, Maximum Effort is known for its work with various brands.
MNTN is offloading its stake in Maximum Effort, while maintaining a creative partnership, as revealed in its S-1 IPO prospectus.
The transaction will close on April 1, allowing Maximum Effort to continue providing services to MNTN, with Ryan Reynolds remaining involved.
Founded in 2018 by Reynolds and George Dewey, Maximum Effort has produced notable campaigns for brands like Aviation Gin and the 'Deadpool' series.
MNTN recorded a $13.5 million goodwill charge related to the August 2021 acquisition of Maximum Effort, as it prepares for its IPO.
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