Photoplay has opened a New York office by acquiring RAZR. So the production company adds a US office to its headquarters in Sydney, offices in Auckland and New Zealand, and representation across Asia.

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Photoplay began in 2009 when three people with a combined background in advertising, film, tv, & design came together and decided it was a good idea.

It was to be a production company that executed creative ideas in any medium.

RAZR is an experiential production start-up launched last year by entrepreneur, Mitchel Elsen. Elsen will stay on board through the acquisition to become the company’s managing director overseeing all North American activities.

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“We’ve been talking for a while now about how to best work together, and the acquisition just felt right. They’re great people and we have the same vision and ambition. As a global company, I’m confident we’ll be have an even larger creative impact,” Elsen stated.

  Mitchel Elsen

Oliver Lawrance, co-founder and managing director of Photoplay in Sydney, added, “It’s the perfect match and we’re ready. We’ve been producing top quality work for the past five years in the Asia Pacific markets, and we feel confident our talent can successfully transition into highly competitive markets like the US.”

The Photoplay roster now includes Aussies, Scott Otto Anderson and Husein Alicajic; VFX super-collective No Brain; visual comedy director, Matt Mantovani; illustrator/animator, Lucinda Schreiber; Canadian innovation duo, Felix & Paul. Director, Benjamin Lacour, and docu-style filmmaker, Christian Gruener, join them.

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The company will launch its US office with heavy sales capacity on both coasts and the Midwest. Sara Barnthouse, currently based in San Francisco, will continue to handle West Coast sales with Lisa Gimenez in Los Angeles. James Deloye will cover the Midwest market out of Chicago.  Dana Dubay will take on all East Coast sales duties with Daryl Devlin of Bernstein & Andriulli, who will specifically focus on Photoplay’s digital and experiential efforts.