Smithsonian wants to be in major motion pictures, earn royalties, expand the brand

Enlarge Photo

Screen cap from "Night at the Museum: Battle of the Smithsonian" trailer

"Night at the Museum: Battle of the Smithsonian," starring Ben Stiller, right, and Hank Azaria, grossed more than $400 million worldwide and spawned a well-received video game.

Michael Neibauer

Staff Reporter- Washington Business Journal

Email  |  Twitter

The Smithsonian Institution, the world's largest museum and research complex, is ready for its close-up.

Smithsonian Enterprises, the branding, revenue-generating arm of the Smithsonian Institution, is in the market for a media management agent to develop, package, promote, sell and exploit the institution's intellectual property for use in feature and Imax films. Smithsonian Enterprises anticipates receiving a royalty on the revenue generated by the project, subject to a two-year contractual agreement, which it hopes to have signed by next fall.

The request for proposals, issued Wednesday, comes two weeks before the release of the third "Night at the Museum" movie, titled "Secret of the Tomb." The second film in the series starring Ben Stiller, Robin Williams, Owen Wilson and others, 2009's "Night at the Museum: Battle of the Smithsonian," grossed more than $400 million worldwide and spawned a well-received video game. It filmed at the Castle, the Museum of Natural History and the National Air and Space Museum, and featured Smithsonian artifacts.

The Washington Post reported in 2009 that the Smithsonian stood to earn as much as $1.25 million through its deal with Twentieth Century Fox for "Battle of the Smithsonian," which included a licensing fee and on-location filming fees.

Per the new RFP, the project will support the Smithsonian's mission for "the increase and diffusion of knowledge" through "the development of quality, innovative, and relevant media offerings with domestic and international media and entertainment agencies that offer unique audience experiences and seamlessly incorporate appropriate content consistent with the Smithsonian brand."

Michael Neibauer covers economic development, chambers of commerce, transportation and politics.