The 1996 film generated $250 million in ticket revenue at theaters globally, and $209 million in home video sales. Space Jam was practically birthed through product placement, and it’s no surprise that the franchise has long stood the test of time as one of the most lucrative sports movies. He then paid yet again for four months of additional animation work to further modernize the animated characters and compensated participants in test market feedback group viewings to prove that the concept would work. Nike founder Phil Knight had originally paid to license the Looney Tunes characters for the earlier set of Jordan commercials. He directed both of the Nike ads for the Air Jordan VII and VIII, along with a Jordan-led Gatorade commercial, before taking on the six-week task of directing the $80 million-budgeted Space Jam.
Pytka was familiar enough with the Super Bowl spots and Jordan.
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“The movie is basically those two commercials, plus a Charles Barkley commercial … glued together,” Space Jam director Joe Pytka joked years later at a conference. studios with a larger vision at hand: a movie – Space Jam. The idea from Nike’s longtime advertising agency Wieden+Kennedy was to pair “the two biggest stars in the world” at the time: Air Jordan and “Hare” Jordan.īuilding on the success of those ads, Jordan’s agent, David Falk, furthered conversations with Warner Bros. During the 19 Super Bowls, Michael Jordan and Bugs Bunny first crossed paths with each other in a series of ads.
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