Not Kidding: View-Master Live-Action Movie in the Works

Sony Pictures and Masters of the Universe producer Escape Artists are developing a live-action film based on another Mattel toy line: View-Master, the 3D image reel viewer that was first introduced in 1939.

The logline is under wraps, but the companies on Wednesday in a release called the film a “four-quadrant family adventure film.”

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Escape Artists’ Todd Black, Jason Blumenthal, Steve Tisch and Tony Shaw are producing. Kevin McKeon and Arturo Thur de Koós are overseeing for Mattel Films.

“View-Master has long been a window to the wonders of the world, sparking imagination in kids and adults alike,” said Black. “Teaming up with Robbie Brenner and Mattel Films gives us the chance to honor that legacy while creating an entirely new adventure for today’s audience. We can’t wait to bring this treasured toy’s sense of exploration to the big screen.”

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Any ideas how they’re going to pitch this?

via Deadline