It’s a surprise it took him this long, yet it’s finally happening… 

Branson just announced Virgin Produced, a film and television production company which formed a joint venture with Relativity Media’s Rogue Pictures. Los Angeles-based and run by Jason Felts and Justin Berfield, the former J2 producers.

Aside from simply developing and producing original films, Virgin will co-produce “two to three” movies a year with Relativity/Rogue. The first film is the currently untitled Peter Farrelly comedy. The deal will allow the studio to “utilize Virgin’s marketing capabilities to reach millions of consumers within the Virgin and Rogue target audience.” Farrelly’s latest should feel right at home here!

Branson made an official statement on the deal. “Entertainment has long been a focus of the Virgin brand, and I’m excited for the chance to further grow in this space. Jason and Justin’s approach is very entrepreneurial, very Virgin. We share a passion for creating and nurturing communities of talent and fresh material. The Rogue and Virgin brands seem an obvious fit for each other.”

“We believe that their approach to film is suited to do just that and pairing the Virgin and Rogue brands together to create innovation couldn’t be more natural.”, Relativity Media’s CEO, Ryan Kavanaugh, also shared.

Exciting things are in the works for all involved.