Adapting books and historic films has always been a traditional source for development film and TV projects. Today, more and more companies from outside the conventional sphere of studios and productions companies are engaging with long form media in non-traditional ways. What if an album, an artist, a toy, video game or game engine drives the framework for a new narrative template for a feature film, maybe a romantic comedy, maybe a thriller? The goal of this panel will be to explore how companies are thinking inventively about expanding their reach into the medium of film and television to recontextualize—and in turn monetize—their assets and generate new revenue potential, grow brand awareness and reach, and amplify consumer engagement in exciting ways.