Pasadena, Calif. -- Ad-supported streaming service Crackle will change its name to include parent company Sony Pictures Entertainment as part of a company rebrand, the company announced Sunday during its Television Critics Association press tour session.
Eric Berger, Sony Pictures Television Networks executive vice president, digital and Crackle general manager, said the new Sony Crackle brand will be fully rolled out in late Spring as part of a global effort to integrate Crackle’s portfolio of content rights.
“Our goal is to lean in on the power of what Sony stands for,” Berger said.
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On the programming front, Crackle will delve into the supernatural drama genre with new scripted series The Butcher. The series, executive produced by Douglas Urbanski and Gary Oldman, follows a Los Angeles homicide detective seeking to hunt down and kill an alien serial killer, according to the network.
“Viewers are obsessed with the supernatural and we see an opportunity, in partnership with Gary, Douglas and Charles, to introduce fans to a new kind of narrative around the genre," said Berger. “It’s a privilege to work with some of the best in the business and we look forward to working closely with such an incredibly talented team in the months ahead."
The service also announced the development of comedy series Rob Riggle’s Jet Ski Academy. The eight-episode, 22-minute series, follows a slightly fictionalized Riggle as he makes his most ill-conceived investment to date – a jet ski academy. Crackle also acquired the rights to the Mind the GAP Productions/The Exchange-produced, horror/comedy film Office Uprising, which follows the story an underachiever working at a major weapons manufacturing firm who finds that his co-workers have been “weaponized” by a new energy drink designed for the military.
In addition, Crackle said its animated series SuperMansion will return April 12 with an episode featuring Saturday Night Live star Mikey Day.