LeBron James through his Production Company Spring Hill Productions and Believe Entertainment Group (BE) today announced that season two of the breakout, animated series The LeBrons will launch in the second quarter with the U.S. Army as an anchor partner.
This season will take a technological leap forward, using computer-generated animation to create a more realistic, three-dimensional world. Co-executive produced by LeBron James, MaveRick Carter and Believe Entertainment Group Co-Founders Dan Goodman and William H. Masterson III, season two of The LeBrons will live exclusively on Microsoft's consumer platforms. Audiences worldwide will be able to watch the series on the Xbox 360 video game and entertainment console with Xbox LIVE as well as on their PC mobile device through syndication on MSN, with both serving as the primary distribution partners.
The first season of The LeBrons was one of the biggest original digital series to date, garnering over 50 million total episode views across the web, at the same time activating millions of fans on Facebook, Twitter and other social networks. The popular family entertainment show provides positive messages to today's youth and young adults about a variety of real-life topics including family, teamwork, giving back to the community, staying in school, and more, all done in an edgy, fresh and relatable way.
"We're excited to expand The LeBrons' audience and partnerships and to continue our work with this series that has not only been successful, but has had such a positive impact overall," said MaveRick Carter, business manager for LeBron James and chief executive officer, LRMR.
As an anchor partner for the series, the U.S. Army will be seamlessly integrated into the creative experience for season two through a new character named Bryce, who will exemplify some of the Army's core values of leadership, education and training in an authentic and relatable way.
"We feel very fortunate to have the Army this year as an anchor partner," said Dan Goodman and William H. Masterson III, co-founders, Believe Entertainment Group. "The series is designed to provide positive messages to today's young adults and empower them to live up to their potential. It's a great strategic fit with the Army's message and sensibilities."
The LeBrons' move to Xbox LIVE will connect the popular series with the platform's diverse customer-base of over 46 million subscribers, and take advantage of cross-platform opportunities to reach fans and viewers across the network.
"Partnering with a tent-pole, celebrity-driven original series like The LeBrons is a great way for Microsoft to work with the industry to bring entertainment into a new era," said Ross Honey, general manager of Xbox Adverting. "Through our brand partners we are defining new ways to bring unique content to the Xbox LIVE Community that can be enjoyed by every member of the family."
About LeBron James and Spring Hill Productions
LeBron James is widely considered one of the greatest athletes of his generation. James' extraordinary basketball skills and dedication to the game have won him the admiration of fans from across the globe, and have made him an international icon. In 2010-11, James joined the Miami Heat where he led the team to the Eastern Conference Championship and the NBA Finals. In the 2011-2012 season, LeBron James had a historic year, winning his third league MVP award, NBA Finals MVP, and his first NBA Championship. James Capped his unprecedented season by leading the United States to a gold medal at the summer Olympics in London. He had previously served as co-captain of Team USA's gold medal run at the 2008 Olympics in Beijing.
James is also involved in various charitable efforts, namely through the LeBron James Family Foundation (LJFF). Founded by James in 2004, the program strives to empower children and single-parent households through innovative programming and initiatives, strengthening the ties between family members and building hope through education, physical fitness and better health for those who are dealing with adversity. The LeBron James Family Foundation has donated over 4.5 million dollars to the Boys & Girls Club of America and various charitable organizations since the program's beginning.