Paramount Players

Overview

Paramount Players is a film production label within Paramount Pictures, focusing on genre content, horror, comedy, and adaptations of contemporary IP targeting the 13-to-30 demographic. Founded on June 7, 2017, the label's name alludes to Paramount's earliest origins as the Famous Players Film Company. The label operates within Paramount Skydance Corporation following the August 2025 merger of Skydance Media and Paramount Global.

Paramount Players' most commercially successful release is Smile (2022), which grossed $217 million worldwide on a $17 million budget. Its sequel, Smile 2 (2024), grossed $137 million worldwide. Other notable releases include Mean Girls (2024, $104 million worldwide on a $36 million budget), Orphan: First Kill (2022, $48 million worldwide), and Pet Sematary: Bloodlines (2023, distributed on Paramount+).

In March 2022, Paramount Players' operations were folded into the Paramount Pictures Motion Picture Group under Mike Ireland and Daria Cercek. The label no longer has a standalone production team but continues as a releasing brand for films that fit its genre and youth demographic profile. Under Paramount Skydance, the label is part of a studio targeting 15 theatrical releases per year with minimum 45-day exclusive theatrical windows.

History

Launch and Early Output (2017 to 2021)

Paramount launched Paramount Players in June 2017, hiring Brian Robbins (founder of AwesomenessTV, Tollin/Robbins Productions, and Varsity Pictures) as the division's president. The label was given a mandate to develop and produce films targeting the 13-to-30 demographic, drawing on Paramount's existing IP catalog and new material from emerging digital creators. The label was expected to produce films based on Viacom Media Networks properties including MTV, Nickelodeon, BET, and Comedy Central.

Early output included Nobody's Fool (2018, co-produced with Tyler Perry Studios and BET Films), What Men Want (2019, $94 million worldwide, co-produced with Will Packer Productions and BET Films), Dora and the Lost City of Gold (2019, $120 million worldwide, co-produced with Nickelodeon Movies and Walden Media), Playing with Fire (2019, co-produced with Nickelodeon Movies), and Body Cam (2020, co-produced with BET Films).

Several early releases went to streaming: Eli (2019, distributed by Netflix), Paranormal Activity: Next of Kin (2021, distributed by Paramount+, co-produced with Blumhouse), The In Between (2022, distributed by Paramount+), Senior Year (2022, distributed by Netflix), and Jerry & Marge Go Large (2022, distributed by Paramount+).

Breakthrough with Smile and Restructuring (2022)

Smile (September 2022) was Paramount Players' breakthrough theatrical hit. Produced for $17 million and co-produced with Temple Hill Entertainment, the film grossed $217 million worldwide, making it one of the most profitable horror releases of 2022. The film's success demonstrated that the label could produce commercially viable theatrical horror outside of established franchises.

On March 8, 2022, Brian Robbins stepped down from Paramount Players (he moved to lead Paramount Pictures and Nickelodeon, and has since departed the company following the Skydance merger). The label's operations were merged into the purview of Mike Ireland and Daria Cercek, the head executives of the Paramount Pictures Motion Picture Group. Paramount Players continued as a releasing label with its existing film inventory.

Post-Restructure and Paramount Skydance Era (2023 to 2026)

Following the restructuring, Paramount Players releases continued through the main Paramount Pictures pipeline. Pet Sematary: Bloodlines (October 2023) was distributed on Paramount+, co-produced with Di Bonaventura Pictures. Mean Girls (January 2024) was the label's biggest non-horror hit, grossing $104 million worldwide on a $36 million budget, co-produced with Broadway Video and Little Stranger (Tina Fey's company). Apartment 7A (September 2024) was distributed on Paramount+, co-produced with Sunday Night Productions and Platinum Dunes. Smile 2 (October 2024) grossed $137 million worldwide, co-produced with Temple Hill Entertainment.

Under Paramount Skydance (following the August 2025 merger), the label's identity has evolved. David Ellison has emphasized "big swings" and franchise development across Paramount's labels. At CinemaCon 2026, Paramount showcased upcoming franchises including Paranormal Activity, new R-rated comedies, and collaborations with Taylor Sheridan. These projects align with Paramount Players' genre and youth demographic mandate.

Business Model

Acquisition and Development

Paramount Players does not operate as a standalone production division. Since the March 2022 restructuring, projects are developed through the Paramount Pictures Motion Picture Group. Films that fit the label's genre, horror, comedy, or youth demographic profile are released under the Paramount Players banner.

The label draws on three sources for content:

1. Paramount IP catalog: revivals and reboots of existing franchises (Paranormal Activity, Pet Sematary, Orphan)
2. ViacomCBS/Paramount Global brands: adaptations of MTV, Nickelodeon, BET, and Comedy Central properties
3. Original acquisitions: genre and comedy projects from producers with first-look deals at Paramount

Budget Range

Paramount Players films typically operate in the $5 million to $40 million budget range. Smile was produced for $17 million. Mean Girls cost $36 million. Smile 2 had a higher budget reflecting the first film's success. Lower-budget titles ($5 to $15 million) often go to Paramount+ rather than theatrical release.

Distribution Strategy

The label uses a hybrid distribution model:

• Theatrical release for commercially viable genre and comedy films (Smile, Smile 2, Mean Girls)
• Paramount+ exclusive for lower-budget titles and franchise extensions (Paranormal Activity: Next of Kin, Pet Sematary: Bloodlines, Apartment 7A)
• Netflix distribution for select titles where Paramount had output deals (Senior Year, Eli)

Under Paramount Skydance's new policy, theatrical releases receive a minimum 45-day exclusive theatrical window.

What Filmmakers Should Know

Current Status

Paramount Players is a releasing label, not a standalone studio division. Projects are greenlit through the Paramount Pictures Motion Picture Group. Dana Goldberg and Josh Greenstein, co-chairs of Paramount Pictures under Paramount Skydance, oversee all labels including Players.

How Projects Get Made Under the Label

1. Internal development: Paramount's creative executives develop projects and assign them to the Players label based on genre and demographic fit
2. Producer deals: established production companies with first-look deals at Paramount (Temple Hill Entertainment, Blumhouse, Broadway Video) bring projects that align with the label's profile
3. IP exploitation: Paramount's franchise library provides source material for revivals and reboots

What Fits the Label

Paramount Players is the right home for:

• Horror and thriller films in the $5 million to $30 million range
• Comedy films targeting the 13-to-30 demographic
• Adaptations of MTV, Nickelodeon, BET, or Comedy Central IP
• Franchise revivals from Paramount's library (Paranormal Activity, Pet Sematary, Smile series)

What Does Not Fit

• Prestige drama or awards-targeted films (those go to the main Paramount Pictures banner)
• Animated features (those go to Paramount Animation)
• Big-budget franchise blockbusters (Mission: Impossible, Star Trek, Transformers go to the main Paramount banner)
• Documentaries or specialty arthouse releases

Notable Productions

House Style / Genre Focus

Paramount Players produces horror, thriller, comedy, and youth-demographic IP adaptations targeting the 13-to-30 audience. The label draws on Paramount's franchise library (Paranormal Activity, Pet Sematary, Smile) and Viacom brands (MTV, Nickelodeon, BET, Comedy Central). Films typically operate in the $5 million to $40 million budget range.

Paramount Players does not handle prestige drama, animated features, big-budget franchise blockbusters, documentaries, or specialty arthouse releases. Those categories go to the main Paramount Pictures banner, Paramount Animation, or other divisions.

How They Typically Find Talent / Take Submissions

Paramount Players operates as a releasing label, not a standalone studio division. Projects are greenlit through the Paramount Pictures Motion Picture Group under Dana Goldberg and Josh Greenstein. The label does not accept unsolicited submissions.

Projects arrive through three channels: internal development by Paramount's creative executives, producer deals with companies holding first-look arrangements at Paramount (Temple Hill Entertainment, Blumhouse, Broadway Video), and IP exploitation from Paramount's franchise library. Filmmakers need representation through major agencies or established producer relationships to access the label.

Recent Output / Slate Year

2024 releases: Smile 2 (October 2024, $137 million worldwide, co-produced with Temple Hill Entertainment), Mean Girls (January 2024, $104 million worldwide on a $36 million budget, co-produced with Broadway Video and Little Stranger), Apartment 7A (September 2024, Paramount+ exclusive).

2023 releases: Pet Sematary: Bloodlines (October 2023, Paramount+ exclusive, co-produced with Di Bonaventura Pictures).

2022 releases: Smile (September 2022, $217 million worldwide on a $17 million budget, one of the most profitable horror releases of 2022), Orphan: First Kill ($48 million worldwide).

Watch: Trailers & Behind the Scenes

See Also

For understanding how studio labels target specific demographics, see Distribution Deals Explained. To model revenue projections for genre releases, use the Revenue Forecast Calculator. For evaluating ad spend against box office performance, see Ad Spend Break-Even Calculator.