Wednesday, November 29, 2023

Guardian Media Entertainment Forges Multi-Year Partnership With NBCUniversal to Market and Promote The Guardian Project Superhero Franchise

LOS ANGELES and NEW YORK, June 17, 2011 /PRNewswire/ — Guardian Media Entertainment, LLC (GME) – a company formed by SLG Entertainment (SLGE), LLC, led by Stan Lee of POW! Entertainment, LLC and NHL Enterprises (NHLE), LP – today announced its unprecedented equity partnership with NBCUniversal (NBCU). NBCU’s equity resulted from an in-kind partnership where it will provide cross-platform media support of ongoing content and product launches for The Guardian Project, which is a Stan Lee superhero franchise that includes 30 superheroes representing each NHL® Club. This robust media inventory, which supplements marketing and promotion from the NHL and its member clubs, will provide a multi-million dollar commitment for The Guardian Project.

The Guardian Project has been developed for transmedia storytelling and GME will continually roll out plotlines for all 30 original superheroes across multiple platforms over a number of years. In the near-term, GME intends to launch a publishing initiative consisting of comic books and a novel in addition to the expansion of Guardian Project branded merchandise currently available for sale at retail, online and in-arena. The Guardian Project brand will be extended through social and mobile gaming platforms in the first quarter of 2012. GME is also in early stages of discussions for development of a television series and long-term plans include the creation of films, games, theme park presence and global extensions.

Howard Baldwin, former part-owner of the two-time Stanley Cup® Champion Pittsburgh Penguins and the Hartford Whalers, producer of the Academy Award-winning motion picture “Ray” and Chairman of the Board of GME played a primary role in brokering the deal with Comcast-NBCU. “This groundbreaking transaction with NBCU represents a vote of confidence in our management team and our unprecedented business model that combines the branding power and extensive fan base of one of the largest sports leagues with new intellectual property,” said Baldwin. “The promotion and marketing provided by NBCU in support of The Guardian Project will allow my colleagues Adam Baratta, Chief Creative Officer and Mark Terry, Chief Operating Officer, and me to forge new territory in development, production and worldwide distribution deals for television, film, gaming, sponsorship and other brand extensions.”

“Since the inception of GME, our goal has been to partner with a major media company that has broadly distributed consumer platforms to exponentially increase the awareness and scope of The Guardian Project,” states Mark Terry, Chief Operating Officer of GME. “With NBCUniversal as our partner, our management team has the opportunity to hasten the development of our business, and our colleague, Aldo LaPietra, Co-Founder and EVP of Business Development, will be on the forefront of seeking out these opportunities.”

It is the story that will expand The Guardian Project into a worldwide entertainment franchise. Stan Lee, his producing partner Gill Champion and POW! will oversee all creative direction and story development. “Partnering with NBCU is a welcomed addition to GME and provides unique opportunities that are unparalleled when combined with an original Stan Lee franchise,” states Champion, CEO of POW!

“Just as we are excited to be partners with the NHL for the next 10 years, we are also excited to enter into this new venture with GME that engages young fans in new, unique ways through the magic of Stan Lee,” said John Miller, Chief Marketing Officer, NBCUniversal Television Group.

The establishment of GME and The Guardian Project, by SLGE and NHLE, was announced last October at New York Comic-Con. In January of this year, a month-long social media campaign enabled fans to vote to determine the daily reveal of each Guardian. All 30 Guardians were unveiled in a theatrical style presentation during the 2011 NHL All-Star Game, which boasted the highest ratings ever for an NHL All-Star Game telecast on Versus. The debut of The Guardian Project produced more than 2 million visitors and over 13 million page views on and was number one on Google Trends immediately following the NHL All-Star Game broadcast.

“The Guardian Project is a great way for us to engage with casual fans and a broader audience,” said Brian Jennings, NHL Executive Vice President of Marketing. “We’re starting a conversation with the next generation of NHL fans and NBCUniversal’s strength as a global media company, its commitment to hockey and its proven track record of leveraging sports and entertainment will elevate The Guardian Project within the NHL fan base and beyond,” said Jennings.

As previously announced, NBCUniversal, the Comcast unit that runs the company’s television networks, recently struck a groundbreaking 10-year deal with the NHL that runs through the 2020-2021 season. With the new terms, NBCUniversal channels will air more regular season and Stanley Cup Playoff games, and includes rights to online-video streaming of the games.

For more information on Guardian Media Entertainment and The Guardian Project, log on to

NHL, the NHL Shield and Stanley Cup are registered trademarks of the National Hockey League. All Rights Reserved.

POW! Entertainment,Inc. (OTCQB: POWN), a multi-media and entertainment company, was founded by noted comic book and entertainment figure Stan Lee, together with award-winning producer Gill Champion and intellectual property specialist Arthur Lieberman. POW!’s principals have extensive backgrounds in the entertainment industry encompassing the creation, production and licensing of original intellectual properties, including some of the most successful entertainment franchises of all time. POW! is capitalizing on this combined expertise, specializing in creating and developing both the legacy and digital media components of the entertainment industry. This includes animation and live-action feature films, plus television, DVDs, multi-media, merchandising and related ancillary markets, all of which contribute to global expansion. POW! partners with other individuals and entities of entertainment’s top echelon, including studios and networks in the creation, licensing and distribution of new POW! character franchises.

Judith Rubin
Judith Rubin
Judith Rubin ([email protected]) is a leading journalist, content marketing specialist and connector in the international attractions industry. She reports on design and technical design, production and project management, industry trends and company culture. From 2005-2020 she ran communications and publications for the Themed Entertainment Association (TEA). In 2013, she was honored with the TEA Service Award. She was development director of IMERSA and publicist for the Large Format Cinema Association, and has contributed to the publications of PLASA, IAAPA and the International Planetarium Society. Judith joined World’s Fair magazine in 1987, which introduced her to the attractions industry. She joined InPark in 2010. Judith earned a BFA from Pratt Institute. She has lived in Detroit, New York, Oakland, and now Saint Louis, where she is active in the local arts community.

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