Posted by Mark J. Miller on December 15, 2011 02:10 PM
Paramount Pictures turns 100 in 2012, but it’s getting the party started this week.
When the studio’s latest blockbuster — Mission Impossible: Ghost Protocol, starring Tom Cruise — opens on Friday in IMAX theatres (and everywhere else on Dec. 21), observant moviegoers may notice that the studio branding has had a little work done, which some might miss as they turn off their phones or tear open their Junior Mints.
Paramount’s famous mountain logo has been redesigned, adding “100” at the center in honor of its upcoming centenary. According to its press release,
"The studio’s first logo, a symbol of a rugged, snow-covered peak from the Wasatch mountain range, was created in 1916. The 100th Anniversary logo was created by Devastudios, Inc. Paramount will use the (new) logo throughout its centennial year in 2012. Beginning in 2013, the wording about the 100th anniversary will be removed from the logo, with the rest of the design remaining in use."
Entertainment Weekly points out that the original semi-circle consisted of 23 stars back then while the new centenary logo only has 22. (Perhaps one was whacked when the studio released The Godfather?)
EW also notes that the number of stars increased to 24 when the logo was redesigned in the 1950s. Paramount says the stars “represent the first 22 actors who were contracted with the studio during the old studio system days,” though that doesn’t explain the changing numbers.
The studio, famously, played up the logo in the Indiana Jones films of the ’80s and early ’90s. Each film in the franchise opened (as you can see here) with a shot that echoed the logo's iconic mountain shape that matches the logo (whether it was a Peruvian peak or a mound of dirt being shoved around by prairie dogs) before whisking the viewer into the movie's action.
Commenters on Deadline.com were mixed about the logo, with some feeling it's too small and that the sun is distracting. Your thoughts? Post them below.