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Nike founder renames his studio after Soviet dog

Nike founder renames his studio after Soviet Nike Air Max 2016 Sale dogBy David Lieberman, USA TODAY

NEW YORK Marketing master and Nike founder Phil Knight aimed a spotlight Tuesday on his ambition to become a movie animation mogul, by rebranding the entertainment company he has controlled since 2002 and officially greenlighting its first feature film.

He introduced Laika Entertainment, which consists of Portland, Ore. based Vinton Studios the privately held advertising and short features firm that created the California Raisins and produced Fox's 1999 stop motion Nike Air Max 2016 animation sitcom The PJs.

Knight picked "Laika" because he likes the way it sounds, says the Nike Air Max 2016 Sale company's interim CEO, Bob Harold. It was the name of the first dog that the former Soviet Union sent into space (Laika died there).

The name change doesn't bother animation pioneer Will Vinton, who founded the studio in 1975 and ran it until 2003 when Knight forced him out.

Other animation companies Laika is looking to join the likes of other profitable animation companies. Company Major projects Pixar The Incredibles, Finding Nemo, Monsters Inc., Toy Story and Toy Story 2. DreamWorks Animation Antz, Shrek, Shrek 2, Shark Tale, Chicken Run and Father of the Pride TV series. Blue Sky Studios Robots, Ice Age and Ice Age 2 (in production). Source: The companies

"I'm delighted," says Nike Air Max 2016 Vinton, who now runs Freewill Entertainment. "It has created a lot of confusion in the marketplace for me. I'm surprised they didn't do it sooner."

Knight also gave the go ahead to his first feature film, Coraline, which will blend computer and stop motion animation and could be in theaters as early as 2007.

The company wants to appeal to families and intends to keep its films G rated.

Knight plans to spend no more than $70 million on the production, although the marketing costs could push the final cost past $100 million. Knight will foot half of the bills for his films. Laika is looking for a partner, possibly a distribution company, to pay the other half.

Knight has made no secret of his animation dreams. "He has a passion for this," says Harold. "You'll see Mr. Knight aggressively pursuing this business." But Harold says Knight probably won't become heavily involved in creative decisions. To that end, he made an impression in Hollywood last year by hiring Henry Selick who directed The Nightmare Before Christmas, James and the Giant Peach and Monkeybone to be Vinton Studios' supervising director.

Selick will direct Coraline, which the company will produce with Pandemonium Films, run by former Fox studio chief Bill Mechanic.

The payoff could be huge if Laika scores a hit. DreamWorks Animation's Shrek 2 generated nearly $921 million in worldwide ticket sales, and Pixar's Finding Nemo generated $865 million.

But Laika faces a lot of competition in computer animation. George Lucas intends to get into the game. And major studios including Disney, Fox, Warner Bros. and Sony are busily preparing films.