We are fans. And we will not be left behind.

It takes time to build anything of value … even a giant freaking robot.

Who are the Imagination Connoisseurs?

Imagination Connoissuers Unlimited, LLC (ICU) is a production studio dedicated to the discovery, development, production, and distribution of great stories – primarily set in (but not limited to) classic genres like science fiction, fantasy, horror, and pulp/action adventure.

We partner with creators, directors, and other producers interested in making and marketing original intellectual property in various interdependent formats and media.

But there’s another partnership that makes everything we do a little different from the “traditional” production companies that dot the entertainment industry landscape … and that’s our unique relationship we have with fans.

You see, we are fans, too. We understand what it’s like to be a fan. It’s part of our DNA. That’s why we work so hard to engage them on a more frequent, personal level.

Simply put, we think it’s high time for fandom to become fun again.

Chief Creative Officer, Robert Meyer Burnett

Managing Partner, Mike Bawden

ICU’s reasons for being

Our principals, Writer-Director Robert Meyer Burnett and Writer-Producer Mike Bawden created their production company in response to the rapidly changing media landscape (both technologically and artistically).

“With the advancements we’re seeing in technology today, great storytelling should become easier and more dynamic than ever,” explains Mr. Burnett. “We should be swimming in new stories of romance and adventure taking us to places and settings we could only imagine.”

“But instead, some studios have decided to rely heavily (some might say too heavily) on “tried-and-true franchises” by leveraging their established reputations and fanbases into a larger audience, ready to buy in to their latest project. What’s resulted, however, is something far worse. In many cases, producers and writers who have only done a cursory review of source material have abused those franchises and their relationships with fans to the point of exhaustion. In the long run, it’s not good business for studios, and for fans it’s frustrating and disappointing.”

Mr. Bawden goes on to explain why this matters to fans: “In their quest to generate short-term profits and meet quarterly targets for shareholders, studios have strip mined some of our most venerated stories – franchises that have taken decades to create.”

“Short-sighted business practices have managed to alienate many long-term fans and, more importantly, stifled the development of new ideas that have the potential to become the IP franchises of the 21st century.”

If you think filmmakers are frustrated, that’s nothing compared to the level of anxiety and anger felt by fans who have reacted by creating a cottage industry of outrage and YouTube punditry striking back against what they see as profiteering off their nostalgia.

There’s no reason why it can’t be fun to be a fan of the things we love.

The philosophy under which Burnett and Bawden operate ICU intends to revive the old relationships that formed the foundation of the entertainment business for the past 100+ years.

What that means is that our approach to creating and telling new stories breaks down into four basic tenets …

It should be fun to be a fan.

We are, first and foremost, fans of genre entertainment.

And our affection for classic genres we all love (from westerns to horror and every place – and every age – in between) isn’t just fond memories wrapped in the warm gauze of nostalgia.

We know that enduring genres are built on established rules and norms. By respecting these norms, both the creators and the fans begin every new story from a place of familiarity.

This common point of reference is what makes genre fare accessible and fun for fans. The more time they spend with their favorite characters, franchises, and genres, the more passionate they become – and passionate fans make for a loyal audience that creators and producers can count on for support.

But disrespecting the hard work that goes into being a loyal fan and ignoring or dismissing their passion for their favorite things can ruin the long-term financial model. Instead of taking fans for granted, ICU wants to celebrate fan passion and focus on finding new ways to involve fans on multiple levels.

Stories and related content presented by ICU is intended to bring back the joy of being a fan by being interesting, entertaining, affordable, well-made, and engaging.

The "universal" truth ... great stories don't have to end too soon.

It’s ICU’s desire to make sure fans have ways to stay connected to their favorite genres, characters, and franchises over the long haul that drives our interest in developing our intellectual property on multiple platforms. We share a belief that great stories should last more than just a few hours, and that means every property we develop is treated as a “franchise.”

This approach helps fans develop deeper relationships with the characters and their struggles. And it gives creators more opportunities to profitably leverage their hard work into more fan interactions along the way.

We develop a plan upfront for extending the IP we acquire and develop beyond traditional, narrative stories and into online content, games, experiences, and merchandise that can be produced affordably and offered to the market in a timely manner.

But there’s still a need for a larger community experience that brings fans together and generates excitement. And there’s only one place where that can occur…

The theatrical experience should be something special.

While not every story is made to be seen in a movie theater or the stage, we recognize the important role a “shared experience” plays in creating interest and excitement around an idea or story. That’s why, down the road, ICU intends to be involved in ensuring the success of exhibitors who host its productions.

Making sure our stories are within the financial reach of fans is a big driver behind the business decisions we make as we develop our stories. Simply put, things aren’t fun if you can’t afford them.

We get that.

And frankly, it’s time for someone to take an entirely new approach to how exhibition marketing and distribution is handled. We’ve spent time with independent theater managers, and identified several ways to create added value to the movie-going experience.

We are working to help redefine the importance and role of a theatrical run for our productions in a way that benefits all parties: creators/producers, exhibitors, and fans.

Our approach certainly won’t spell the end of the “blockbuster” movie event. Not by a long shot.

The economics of the distribution/exhibition approach we’re developing only works with projects produced below a certain budget threshold. Large, tentpole productions will still command most of the box office mojo – which is fine.

We think there’s enough room in the system to accommodate everyone.

Including fans.

Be big enough and small enough to share the success with others.

It seems clear to us the economic model driving the corporate entertainment industry is broken. The adage: “It ain’t show-friends, it’s show business,” acknowledges the fact that the success of the few is often built on the hard work and creativity of others – often with little recognition or reward.

And if it’s not clear by now, we intend to change that model.

As we develop our IP, we will also research and launch sophisticated marketing plans that take advantage of multiple opportunities for capturing attention, interest, and revenue.

We can make the numbers work, but to achieve that, we have to make sure we make high-quality projects and carefully manage every penny.

Our success will depend on a combination of fiscal discipline and marketing innovation that reduces the need for a breakout “homerun” to ensure stability. Instead, our development and market plans are designed to generate a steady cash flow and profits which are shared with partners, creators, talent, and crew.

Organizational setup and ownership

ICU is an Illinois-based, limited liability company owned by Mike Bawden and Robert Meyer Burnett.

Mr. Bawden serves as the managing member of the venture, overseeing day-to-day business matters, rights acquisition, and marketing of the venture’s various projects.

Mr. Burnett is primarily responsible for evaluating intellectual property (IP) for development, forming production teams responsible for bringing that licensed IP to market, and supervising the overall creative quality of everything produced and distributed by ICU, its distribution networks, and business partners.