Skip to content
Bramble

Entertainment

Toby Emmerich joins FilmNation's Infrared genre label as consultant

Former Warner Bros. film chief Toby Emmerich will consult on development and production for FilmNation Entertainment's genre label Infrared. He keeps running Fireside Films and Fireside Television.

2 outlets · 1L · 1C · 0R First reported Account updated
Image: Deadline
Image: Variety

1 / 2

The story, neutrally told

Mixed · 2FilmNation Entertainment has brought in Toby Emmerich, the former chair of Warner Bros. Motion Picture Group, as a consultant to its production label Infrared. Mixed · 2Infrared focuses on genre films with franchise potential, and Emmerich will consult on the development and production of its slate. Mixed · 2Emmerich will continue to operate Fireside Films and Fireside Television with Michele Weiss and Amanda Krentzman.

Mixed · 2The two companies recently worked together on Peter Farrelly's "I Play Rocky" for Amazon MGM Studios, which Emmerich's Fireside Films produced with Christian Baha and Farrelly, while FilmNation handled production services and international sales. Mixed · 2The film premiered at the 2026 Toronto International Film Festival; Deadline says it reaches theatres on Nov. 13, and Variety says Anthony Ippolito plays a young Sylvester Stallone. Mixed · 2Infrared's upcoming releases include Derek Kolstad's "Painter" with Amber Midthunder and Walton Goggins for 20th Century Studios, and JT Mollner's "Skeletons" with Brie Larson for Sony Pictures; a previous release was "Novocaine" with Jack Quaid.

Mixed · 2FilmNation CEO Glen Basner said the company had seen how Emmerich's "exceptional creative instincts can turn bold projects into breakout hits" and that Infrared could take its momentum "to an entirely new level"; Emmerich said he loved working with FilmNation and "can't wait to jump in with Glen and the Infrared team." Centre · 1Deadline adds background: Emmerich founded Fireside Films, which has a first-look deal with Warner Bros., after his run as Warner Bros. Motion Picture Group chairman ended in June 2022; he was previously president and COO of New Line Cinema and advises AMC Theatres' new film label Leawood Films.

Every sentence links to the reporting it rests on. The pill in front of each says where its sources sit: Left, Centre or Right when one side supplies at least half of them, Mixed when they are evenly split. The number is how many outlets it cites.

Left1 outlet

Framing
Variety reports the appointment as a straightforward trade announcement, with a little more detail on the I Play Rocky film.
Emphasis
The film's plot and cast (Anthony Ippolito as a young Stallone).
Leaves out or plays down
Omits Emmerich's career background after Warner Bros., his Fireside first-look deal, his AMC Leawood Films advisory role and the Nov. 13 release date.
For example
“Anthony Ippolito stars in the movie as a young Sylvester Stallone trying to get his eventual best picture winner off the ground.” — Variety

Centre1 outlet

Framing
Deadline reports the appointment as a trade announcement, with more on Emmerich's career and current roles.
Emphasis
The film's TIFF reception and release date, and Emmerich's resume (New Line, Warner Bros., Fireside, Leawood Films).
Leaves out or plays down
Omits the plot and cast of I Play Rocky.
Charged language
“to great reception”
For example
“The pic world premiered at TIFF to great reception and will hit theaters on Nov. 13.” — Deadline

Right0 outlets

No right outlet in our sources has covered this story yet.