Baz Luhrmann's 'EPiC' Hits Theaters in Japan! A Symbol of Authentic's Content-Driven Brand Expansion Strategy

Authentic Brands Group (Authentic), a global sports, media, and lifestyle platform, has released 'EPiC: Elvis Presley in Concert' in Japan as part of its strategy to extend the long-term value of iconic intellectual properties (IP). Produced by Authentic Studios, the film premiered in IMAX on May 15, 2026, and expanded nationwide on May 22, 2026.

The project originated when Baz Luhrmann's team discovered approximately 59 hours of unreleased footage and audio archives while making the 2022 hit biopic 'Elvis'. These materials—including 1970s live performances, rehearsal footage, and Elvis's own voice—were restored and reconstructed to create an immersive 'concert experience narrated by Elvis himself'.

At the heart of this expansion is 'Authentic Studios', the group's content production arm. As a full-service studio, it develops films, TV series, and digital content, including the Emmy-winning Netflix series 'BECKHAM'. Authentic operates as a digital-first, asset-lite platform in 150 countries with nearly 2,000 licensing partners, generating over $38 billion in annual system-wide sales. By sitting at the intersection of culture, commerce, and technology, Authentic continues to breathe new life into legendary brands for future generations.