Montgomery, Hart get into Lyft
A project coproduced with ridesharing app Lyft will be the first of numerous coproductions between Brent Montgomery’s production group Wheelhouse Entertainment and Kevin Hart’s prodco Laugh Out Loud (LOL).
The recently agreed coproduction deal between Wheelhouse and LOL will see the two develop, produce and distribute a slate of unscripted programming together, with the aim of “showcasing fresh comedic stories and new voices,” the two said.
As part of the deal, the two companies will also partner with brands to co-fund and coproduce a slate of original content. All content will be coproduced and co-owned by LOL and Wheelhouse.
Lyft Comics from Kevin Hart is the first such project and will be coproduced with Lyft Entertainment, the original content development arm of Lyft.
The show features comedians driving for Lyft as they test out new stand-up sets on unsuspecting passengers along for the ride.
Austin Schumacher, head of entertainment and culture marketing at Lyft, said the show “will be the entertaining, comedic relief we all need right now.”
It comes after LOL previously partnered with Lyft for the Hart-led series Lyft Legend.
Wheelhouse Entertainment comprises film and TV company Campfire; live entertainment and production giant Den of Thieves; digital content studio Portal A; and production label Spoke Studios; in-house brand and marketing agency Wheelhouse Labs; and a consumer goods investment arm.
LOL publishes content across a network that includes PlutoTV, Roku Channel, Snap, YouTube, Facebook and the soon-to-launch Laugh Out Loud presence on NBCUniversal’s SVoD service Peacock.
“Brent and his team come to the table with entrepreneurial and creative tools that are rare in this industry. Our teams share a passion for comedy, cultivating new talent, amplifying diverse voices and building valuable IP,” said LOL CEO Hart.
“Kevin is a force of nature whose ambition is actually matched by his work ethic – and we know we will create inspiring work with him and his team at Laugh Out Loud,” added Montgomery.
The deal was brokered by Wheelhouse’s chief strategy officer Ed Simpson, LOL executive VP and general manager Thai Randolph and Evolution Media Capital managing partner Bob Stanley.