Zev Foreman, Hasbro Entertainment’s Head of Film, on what makes D&D a success at 50

Zev, thank you for making time…
Of course, always happy to make time for Brands Untapped!

As you know, DUNGEONS & DRAGONS is celebrating its 50th anniversary this year. To what do you attribute its ongoing popularity?
With five decades of fantasy roleplaying under our belt, DUNGEONS & DRAGONS has a rich history, exciting present and a great future! From humble beginnings in a small cobbler’s home in Lake Geneva, Wisconsin in 1974 to its current place as a global powerhouse franchise leading in imaginative play, D&D endures for many reasons…

Paramount to the brand’s success is its ability to stay true to its core mission – getting together to tell fantastic stories with families and friends. D&D’s immersive, open fantasy worlds and colourful characters create a canvas for amazing storytelling. At the end of the day, fans want to feel close to their favourite brands, and D&D puts the power in players’ hand. Of course, D&D’s sustained popularity now extends to the world of entertainment as evidenced by its continued foothold in the pop-culture zeitgeist.

We’re spoilt for choice for examples, but what kind of thing?
Popular television series like Community and Stranger Things have referenced the brand – and shown reverence for it! There’s also our 2023 feature film DUNGEONS & DRAGONS: Honor Among Thieves… The movie and its cast – including Chris Pine, Hugh Grant, Michelle Rodriguez among many others – delighted longtime fans and invited new audiences to experience the world of D&D.

The franchise continues to grow in new horizons as well, with the epic tabletop role-playing game capturing imaginations with digital games and experiences like Baldur’s Gate 3 and D&D Beyond.

“D&D Beyond continues to grow the brand’s digital reach…”

Tell me a little more about Baldur’s Gate 3…
Baldur’s Gate 3 was the highest rated game of 2023, taking home six awards at the 2023 Games Awards, including Game of the Year. Baldur’s Gate 3 not only highlighted the passion of longtime D&D fans, but also spurred an interest in those who may have never rolled a twenty-sided die before. D&D Beyond continues to grow the brand’s digital reach, providing a platform for Dungeon Masters and players to enjoy the game they love, no matter the distance between them. Together, these digital experiences make the future of the game and the community brighter and more exciting.

Well, you mentioned the movie DUNGEONS & DRAGONS: Honor Among Thieves… I loved it, so I’m glad we can push in on that! How did it do? How was it received?
We were very pleased with how DUNGEONS & DRAGONS: Honor Among Thieves was received! It was a hit with critics and fans alike… The film is certified ‘Fresh’ on Rotten Tomatoes – with a 91% critic score. It also received an ‘A-’ CinemaScore from audiences.

Great validation!
Yes, and we’d never have received such a positive reception without an incredible team headed by our writer/directors Jonathan Goldstein and John Francis Daley; producers Jeremy Latcham and Nick Meyer, Ashley Alexander at Hasbro Entertainment and our partners at Paramount.

What made it work, do you think?
I think viewers were drawn to the film for its fun, fantasy adventure, resonant emotional core and charming characters. Also, we think we subverted the expectations of many fantasy as well as non-fantasy fans, all while being true to the spirit of D&D.

Yes – I imagine that’s the challenge with something like that… On the one hand, you have to satisfy existing fans of the IP. On the other, you have to ensure it reaches a wide-enough audience to warrant the investment. How do you know when the balance is right?
Right. I think DUNGEONS & DRAGONS: Honor Among Thieves achieved a great balance. For the D&D community, we delivered a look into the world of the Forgotten Realms that stayed true to the brand’s core while delivering something entirely new with this film. For all viewers, though, the movie brought action, adventure, comedy and so much more. Most importantly, the film stood on its own, so people who aren’t familiar with the lore, characters and settings of D&D should have no problem having a great time enjoying it.

Agreed!
What audiences want more than anything at the end of the day, is a great story. They want something that transports them to a different world for a few hours and acts as a form of escapism, entertaining and providing characters people can connect with. When we made the film, and as we do with any other piece of Hasbro entertainment, we want to make sure we have a great film first and foremost that feels authentic to the brands. We want characters filled with heart, emotion, drama and humour to make these evergreen pieces of nostalgia resonate with our fans.

And having seen it do well, and garner almost entirely positive reviews, what’s the future of DUNGEONS & DRAGONS as a film franchise?
We’ve seen D&D: Honor Among Thieves continue to make new fans as the film has found an ever-growing audience in the streaming windows following its initial theatrical release… We think there is a lot of excitement around the potential of the world of DUNGEONS & DRAGONS in both the theatrical and television space and are hopeful to bring both to life in the coming years.

“We’re excited to expand the universe of storytelling within DUNGEONS & DRAGONS…”

Beyond sequels, what opportunities does having a hit movie potentially open up?
The film spurred collaborations across several key categories. From a publishing collection with Random House Children’s Books to the DUNGEONS & DRAGONS Coffee Club, streetwear with Boss Dog and more, the film serves as a foundation for the franchise’s resurgence in popular culture, once again attracting fans of all ages. We’re very excited to expand the universe of storytelling within DUNGEONS & DRAGONS – stay tuned!

I will! I am! And without saying anything untoward, what other entertainment opportunities might you hope to consider for the brand?
We’re always interested in entertainment opportunities that allow DUNGEONS & DRAGONS to connect with fans and audiences in memorable ways. As part of our 50th anniversary celebrations, fans in the US and UK can experience the brand like never before with DUNGEONS & DRAGONS: The Twenty-Sided Tavern…

Ah! Yes! There’s quite a bit of buzz about this… In a nutshell, what is that?
It’s the official DUNGEONS & DRAGONS live theatrical experience! At DUNGEONS & DRAGONS: The Twenty-Sided Tavern, the audience isn’t just a viewer but the ‘fourth player’, influencing key decisions through Gamiotics…

Gamiotics, did you say there? What’s Gamiotics?
It’s a browser-based software that lets you vote on where the story will go in the theatre… So the audience chooses which characters will appear, what experiences they explore and more. With a cast of five actors and over 30 playable characters, audiences will experience an expansive fantasy world set in the Forgotten Realms –and face riddles, puzzles, combat, and more to help shape the story.

Gosh, that sounds great! Tell me, Zev, how did you come to be Head of Film for Hasbro Entertainment? What’s your background?
I’ve been working in the entertainment industry for almost 20 years in a variety of roles. Most recently, I served as President of Film Production for eOne where I led all aspects of creative development and production, overseeing a slate of over 50 films. When Hasbro acquired eOne, I started working on Hasbro brands as well – including TRANSFORMERS: Rise of the Beasts. When Hasbro decided to sell eOne, I was asked to come on board to head film for the newly created division of Hasbro Entertianment.

Perfect! And what does a typical day entail for you?
I think my typical day looks a lot of like many people’s! Lots and lots of time on email and the phone mostly. Talking to my amazing film team at Hasbro Entertainment, as well as our great distribution and creative partners about upcoming projects… And co-ordinating with all other sides of Hasbro to make sure our content is also supporting their needs as well. Generally, I’m pretty excited to go to work on a Monday morning – and love making movies.

I hear the enthusiasm in your voice, Zev. Lovely. Let’s wrap this up with one last question… A question about a question! So… What’s one question I could’ve asked you today but didn’t? and what’s the answer?
Hmmmm. You could have asked me, “What else does the brand have planned this year?”

That would’ve been an intelligent, apposite question. Let’s pretend I asked it! What’s the answer?
With 2024 marking the 50th anniversary of DUNGEONS & DRAGONS, we’ve created a holistic, multi-faceted plan to celebrate the brand and its milestone. We’re kicking things off by giving fans all over the world the opportunity to play the same adventure, Descent into the Lost Caverns of Tsojcanth, together in game stores, at community centres, libraries; at conventions like Gary Con and PAX East, and on kitchen tables and painted scenery, in video chat rooms, and on D&D Beyond.

Wow. Great pitch!
But that’s just the start, Deej! D&D will improve its immersive qualities with a new 3D virtual tabletop and remove some barriers to play through new features on D&D Beyond. There’ll also be a variety of new adventures and resources to take fans’ D&D experiences to a whole new level.

Great stuff! Thank you, Zev. I sincerely hope you’ll come back and tell us more when the time is right.