Lionsgate has inked a deal with rapper and TV mogul Curtis “50 Cent” Jackson to launch a free ad-supported channel, 50 Cent Action.
The new FAST channel will offer premium content from Lionsgate’s library, including the original Power series. Other action fare to land on the FAST channel from the Hollywood studio’s vault will include popular movies like The Expendables, The Hitman’s Bodyguard and Rambo, and over a dozen films that starred Jackson.
Lionsgate said it will work with Jackson to promote and curate the 50 Cent Action channel. “50 Cent’s movies and television series are synonymous with non-stop action, and we’re thrilled to extend our longstanding partnership into the FAST space,” Lionsgate president of worldwide television distribution Jim Packer said in a statement on Thursday.
Jackson will partner with the Hollywood studio via his G-Unit Film and Television and G-Unit Studios banners. “This channel will bring diverse, action-packed content to audiences everywhere, reflecting my passion for storytelling and providing a platform for fresh, dynamic voices. I look forward to working closely with all the FAST platforms to make this a successful channel,” the rapper said in his own statement.
In The Hollywood Reporter’s July 31 cover story on Jackson, he touted the “huge library” of action movies that will be part of the roster. “I’ll make sure the quality of everything is there,” he said. “The platform has to be able to fit my original material. … Give me one year and I’ll be ranked the highest FAST channel.”
Lionsgate has launched around two dozen FAST channels worldwide, including Ebony TV and MovieSphere. The studio sees growth potential after pointing to channels targeted at Black audiences making up just 2 percent of all available FAST channels in the U.S. market, when African Americans represent 14 percent of the U.S. population.
50 Cent is repped by Independent Artist Group and attorney Stephen Savva.
The Streaming Wars is intentionally ad-free
We don’t run display ads. Not because we can’t, but because we don’t believe in them.
They interrupt the reading experience. They cheapen the work. And they burn advertisers’ money on impressions nobody actually wants.
So we chose a different model.
We say the things people in this industry are already thinking but don’t say out loud. We connect the dots beyond the headline and focus on explaining why things matter to the people working in this business.
If you believe industry coverage can exist without clutter and interruption, you can support it here → SUPPORT TSW.
Support is optional. But it directly funds research and continued coverage — and helps prove this model can work.
Support TSW →
