Schneir boards Hasbro for H'wood game

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Bennett Schneir will be Rhode Island-based Hasbro's man in Hollywood, having been named to the company's new post of senior vp and managing director of motion pictures.

The move follows the pact signed in February by Hasbro and Universal for a six-year partnership to bring at least four films based on the games and characters from the company.

Schneir, most recently an exec at Robert Zemeckis' ImageMovers Digital, will work closely with Lisa Licht, who joined Hasbro this year as GM of entertainment and licensing with responsibility for strengthening and developing Hasbro's opportunities within the entertainment industry while building and growing the company's licensing programs worldwide. He will be based in Los Angeles.

Hasbro is looking to replicate the success it had with DreamWorks and Paramount's "Transformers." The brands the company is looking at adapting include Monopoly, Candy Land, Clue, Ouija, Battleship, Magic: The Gathering and Stretch Armstrong.

Hasbro global chief marketing officer John Frascotti said Schneir "will collaborate directly with filmmakers and writers" in the adaptation process.

"He was the missing piece in the deal," Universal president of production Donna Langley said.

Schneir began his career at CAA. (partialdiff)
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