New Metric buys back Letterkenny sales rights, strikes Euro deals with Netflix

New Metric has licensed Letterkenny to Netflix in European territories

CONTENT LONDON: Canadian comedy production studio New Metric Media has reacquired the international distribution rights to four of its key properties, including Letterkenny and spin-off Shoresy, and struck a multi-faceted licensing pact with Netflix in a dozen European territories, C21 has learned.

Under a previous deal signed when the prodco was formed in 2013, Canadian studio WildBrain held rights to New Metric shows greenlit during its first three years of operation.

As a result, Letterkenny, Shoresy and two other New Metric-produced series – Kim Coates-starring mob drama Bad Blood and half-hour comedy What Would Sal Do? – have all been distributed by WildBrain.

Mark Montefiore

Now, as New Metric scales up, it has bought back those global distribution rights as it places greater emphasis on licensing, merchandising, live touring, format sales and e-commerce.

“We are focused on building a comedy entertainment studio that creates brands anchored by TV. To do that, you need to control all rights,” New Metric founder and CEO Mark Montefiore told C21.

“WildBrain has been a tremendous partner, which is why we’ve worked together for so long, but the time has come when New Metric needs to be in control of its own destiny and live and die by its own risks and growth trajectory.”

Having taken back control of those distribution rights, New Metric on Monday revealed a licensing agreement with Netflix for the life of series rights to Letterkenny, Shoresy and Children Ruin Everything in multiple European territories.

Under the deal, those three titles were picked up by Netflix in all German-speaking territories, including Germany, Austria, Switzerland, Liechtenstein and Luxembourg.

Meanwhile, Letterkenny and Shoresy were acquired by Netflix in Sweden, Norway, Finland, Denmark, Greenland and Iceland, and Children Ruin Everything was taken by Netflix in the UK.

This is not the first time Letterkenny and Shoresy have been sold internationally. Through deals agreed by WildBrain, the show was sold to Australian free-to-air channel SBS Viceland and streamer Binge and UK streamer ITVX, while Shoresy was licensed to SBS Viceland.

The new deals come as New Metric prepares to release the final season of Letterkenny, which is its biggest shows and one of the most popular Canadian comedies of the past decade.

Created by and starring Jared Keeso, the show will return for its 12th and final season on Bell Media-owned streamer Crave on December 25 and US streamer Hulu the following day.

It follows the residents of a fictional town, Letterkenny, who are classified into one of three groups, hicks, skids and hockey players, and spend their time feuding over seemingly trivial matters.

While the original iteration of the series is coming to a close, it will carry on in the form of spin-off Shoresy, which stars Keeso as the eponymous lead character as he joins a minor league ice hockey team and vows to never lose a game. The spin-off was renewed recently for a third season on Crave.

In addition, Montefiore said local-language versions of the Letterkenny format are in development with unnamed partners in Germany, Mexico and Norway.

Building out the distribution side of the business is a key area of focus for New Metric and Montefiore, who will be in the UK for Content London this week to meet with buyers about potential deals and partnerships.

“Distribution is a significant business line for us, not only from a financial perspective but also from a brand-building perspective,” he said. “And because we formally have ownership and control over the entire library, it allows us to make creative deals that keep the big picture in mind.”

When asked if the company will be appointing distribution-specific personnel to the team, Montefiore said “stay tuned.”

Montefiore added that the deals struck with Netflix are further evidence to disprove the theory that comedy doesn’t sell outside of its original territory.

“For years I’ve been told as a comedy producer that comedy doesn’t travel. Great comedy travels and that’s what we’re here to prove,” he said.