Brian Grazer, co-founder of Imagine Entertainment, along with creative partner Ron Howard, is reflecting on their four-decade journey as they navigate Hollywood’s ever-changing landscape, seeking to preserve their partnership’s essence and adapt to industry shifts. The legacy of Brian Grazer Imagine Entertainment rests on the ability to continually evolve, telling stories that resonate with audiences despite dramatic transformations in the entertainment world.
Launching Imagine: From “What If?” to a Bold Identity
In 1985, Brian Grazer and Ron Howard formalized their partnership after a string of box office successes with Night Shift and Splash. Their ambition was clear: to establish a production company that would capture their creative vision. The original company name, “If?,” was inspired by the endless possibilities of storytelling.
We came up with the idea to call it ‘If?’
Brian Grazer revealed from his Los Angeles office, emphasizing their penchant for hypothetical questions that drive their narrative choices.
As in ‘What if?’ What if I met a mermaid? What if I had the worst job in the world and had to work the night shift? And what would I do? I would probably open a prostitution ring.
— Brian Grazer, Co-Founder
Despite their enthusiasm, the name didn’t resonate with investors during the optimistic economic climate of the 1980s. According to Ron Howard, their bankers voiced concerns:
And we were going to be a public company, and our bankers said, ‘You don’t want to go to the Street with a question mark; you go to the Street with an exclamation mark!’
— Ron Howard, Co-Founder. This led to the definitive choice of “Imagine” as their brand, symbolizing both decisiveness and a sense of wonder.
A Diverse Legacy of Hits Across Genres and Generations
From space voyages in Apollo 13 to magical adventures in Willow, raw dramas like A Beautiful Mind, and mainstream successes such as How the Grinch Stole Christmas, Imagine Entertainment built its reputation on stories that transport audiences while remaining grounded in relatable emotions. The company cultivated a style that values emotional connection above all else.
Brian often says filmmaking is emotional, not intellectual,
Ron Howard noted from the set of Alone at Dawn in Budapest.
Whatever we’re working on, we want to get to that place where the audience understands what it is we love about the idea, so they can find their own personal connection with the story.
— Ron Howard, Director and Producer
The company’s leadership—Howard’s approachable, wholesome demeanor contrasted by Grazer’s energetic drive—proved to be a formula for enduring influence. Over 40 years, they weathered seismic changes in media, incorporating new ventures including documentary and branded content divisions as they responded to shifts in audience and market demand.
Forward-Facing Strategy and Company Resilience
Justin Wilkes, president of Imagine Entertainment, observed the company’s relentless forward momentum.
They rarely look back; they’re always looking forward,
he said, referencing a moment when Brian Grazer addressed an internal meeting about the challenges facing the industry.
The other day, we had an internal staff meeting, and Brian got up and said, ‘Look, there’s all this crazy stuff happening in the industry. I guess you’re all wondering, Why do I still want to do this?’ And he said, ‘I do it because I love it. I do it because when we get it right, the power of a story can bring people together.’
— Justin Wilkes, President, Imagine Entertainment
Imagine Entertainment adapted in the face of failures, like the underperforming “After the Hunt,” but remained prominent by partnering with new industry powerhouses such as Amazon MGM Studios, Apple, and Netflix. Today, the production house boasts five films in production, including Whalefall, How to Rob a Bank, and Spaceballs 2. Upcoming television projects include reboots of beloved shows Friday Night Lights and 24, and a limited series, Wild Things, featuring Jude Law and Andrew Garfield as Siegfried & Roy. Ron Howard continues to create, earning an Emmy nomination for a memorable guest role on The Studio.
Inside the Enduring Howard-Grazer Partnership
Celebrating the milestone anniversary, Ron Howard and Brian Grazer reflected on their working relationship’s durability—a rarity in Hollywood. Grazer attributed their longevity to shared taste and aligned work ethics. “Our taste is the same,” he shared, highlighting their unified standards for quality and a mutual trust that supports their dynamic.
Howard pointed out that their partnership thrives on honest, direct conversation and mutual respect, even when opinions diverge. If one is especially passionate about a project, the other offers support rather than obstruction, maintaining the partnership’s foundation.
Conflicts between the two are managed quietly and respectfully. Grazer explained,
“We operate with a level of respect. We never really raise our voices or yell.”
Howard learned to interpret Grazer’s subtle cues of disapproval, further demonstrating their intuitive communication style.
Their creative differences have sometimes been stark. For instance, Grazer championed the hip-hop drama 8 Mile, a genre Howard initially failed to connect with, stating,
I want to do a hip-hop movie. It’s a fascinating world.
— Brian Grazer, Co-Founder. Conversely, Grazer was skeptical about Rush and the Formula 1 subject until seeing the film come together. The company’s strength lies in allowing each partner space to pursue projects individually, but their greatest achievements occur when their interests align.
Navigating Shifts in the Entertainment Industry
Imagine Entertainment has consistently produced films aimed at adult audiences—a challenging segment in today’s evolving box office climate. Grazer affirmed his intention to make films for theaters, but acknowledged that in today’s landscape, projects need high-impact stories, compelling stars, or unpredictable narratives to succeed.
Howard recognized that audience preferences constantly change, and the team remains focused on stories they love, irrespective of nostalgia for past box office formulas.
The founders reflect on how some of their celebrated movies might have premiered on streaming platforms if made today. Grazer discussed Frost/Nixon as an example of a film likely destined for streaming, contrasting with larger star-driven films that retain theatrical appeal. Howard speculated about the fate of A Beautiful Mind in the current environment, confident that strong performances would still find an audience.
Adapting to Innovation and Industry Upheaval
Both Howard and Grazer have observed the entertainment industry’s drastic transformations, from the emergence of cable to the dominance of streaming and the fragmentation of “Peak TV.” Howard described the paradox of today’s Hollywood: once, studios acted as gatekeepers, while now, diverse paths to getting a film made exist for those with the drive to pursue them. This decentralization opens creative opportunities but also introduces new challenges in securing investment and distribution.
Origins and Early Collaborations
Brian Grazer and Ron Howard first crossed paths as students at USC, but it was a shared memory at NBC and encouragement from influential television executive Deanne Barkley that solidified their professional relationship. Howard recalled her saying,
Oh, you guys should know each other; you’re gonna wind up running the business someday.
— Deanne Barkley, TV Executive
Their initial collaborations didn’t yield commercial releases but built trust and set the stage for the company’s later triumphs. Grazer remembered their early unproduced pitch about the Peppermint Lounge, a testament to the creative energy they brought to every meeting.
Experimentation and Genre Diversity
Ron Howard emphasized a conscious effort to avoid being pigeonholed, pursuing a variety of genres to prove his versatility to both the creative community and audiences. Starting as a comic actor, his directorial debut encompassed comedies, but he progressively expanded into hybrid genres and eventually large-scale adventure and true-story dramas such as Apollo 13, which he identified as a breakthrough—realizing that authenticity could fuel, rather than restrict, creativity.
Upcoming Projects and New Challenges
Howard’s latest directorial venture, Alone at Dawn, recounts the efforts to secure a Medal of Honor for Navy SEAL John Chapman, starring Adam Driver and Anne Hathaway. The film breaks new ground for Howard, merging combat scenarios with investigative storytelling and delving into themes of bravery and commitment.
The Personal and Political: Staying True Amid Controversy
Brian Grazer shared that his political choices, such as voting for Donald Trump, have led to some backlash in Hollywood’s predominantly liberal environment. Yet he asserted that these experiences haven’t affected his professional relationships or his personal philosophy, staying steadfast in his views.
Artificial Intelligence: Promise and Pitfalls in Storytelling
Addressing AI’s impact on the entertainment industry, Grazer described it as a helpful tool in story development, but one fundamentally lacking in emotional depth and human perspective. He expressed skepticism about AI’s ability to capture the stakes and feelings essential to compelling narratives.
Howard offered a nuanced view, anticipating that AI will empower filmmakers to realize their creative visions more efficiently, especially in the realm of visual effects. He emphasized the need for thoughtful protection of creative professions and legislative clarity on copyright matters to safeguard artistic livelihoods.
Grazer acknowledged his personal use of ChatGPT as a source of creative stimulation and fun. Meanwhile, Howard likened AI to having inquisitive companions, recognizing its utility while admitting it does not always provide reliable answers.
Embracing the Changing Ways We Experience Film
Ron Howard expressed no concern over evolving viewing habits, admitting without hesitation to watching films on his phone. This openness to change exemplifies Imagine’s broader strategy—embracing new technologies, and storytelling formats, and understanding that emotional resonance, not distribution platforms, ultimately defines a film’s success.
A Lasting Influence Through Adaptability and Shared Vision
Over 40 years, Brian Grazer and Ron Howard have steered Imagine Entertainment through seismic industry shifts by remaining focused on stories that bridge the extraordinary and the relatable. Their partnership endures on mutual respect, honesty, and trust, enabling them to face failures and embrace innovation. As the entertainment world continues to evolve, Imagine’s commitment to curiosity, imagination, and heartfelt storytelling ensures their legacy remains at the heart of Hollywood’s ongoing transformation.
