Authentic Studios Aims to Capitalize on 'EPiC: Elvis Presley in Concert' Doc Release

The production arm of Authentic Brands Group is mining its properties for new opportunities after the success of the Elvis biopic.

Published on Feb. 27, 2026

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Authentic Studios is hoping to capitalize on the release of its new documentary 'EPiC: Elvis Presley in Concert' this weekend. The doc, directed by Baz Luhrmann, features never-before-seen footage and recordings of the King of Rock & Roll that Luhrmann uncovered while making his 2022 Elvis biopic. Authentic Studios, the production arm of Authentic Brands Group, is now looking to expand its content offerings beyond this Elvis project, including developing scripted projects based on other Authentic properties like Muhammad Ali and Marilyn Monroe.

Why it matters

Authentic Studios' move into production comes after the success of the Elvis biopic, where the company realized it should be more involved in creating compelling content around the intellectual property it owns. As one of the world's largest licensors of IP, Authentic sees a 'great opportunity' in scripted content to further build out its brands.

The details

Authentic Studios is already in production on 'The Greatest,' a bio sports drama about Muhammad Ali starring Jaalen Best, Giovanni Ribisi and Omari Hardwick, for Prime Video. The company is also in pre-production on another project based on the Barneys New York brand, being shepherded by Josh Schwartz and Stephanie Savage under their new deal with Amazon MGM Studios. Recent Authentic projects include HBO Max's 'Surviving Ohio State,' Prime Video's 'Iv3erson,' and the Emmy-winning 'Beckham' at Netflix.

  • Authentic Studios launched in 2023.
  • The Elvis biopic directed by Baz Luhrmann was released in 2022.
  • The 'EPiC: Elvis Presley in Concert' documentary is being released this weekend.

The players

Authentic Studios

The production arm of Authentic Brands Group, which is now the world's second-largest licensor of intellectual property.

Baz Luhrmann

The director of the 2022 Elvis biopic, who is now partnering with Authentic Studios on the 'EPiC: Elvis Presley in Concert' documentary.

Colin Smeeton

The president of Authentic Studios.

Michael B. Jordan

One of the producers on the Authentic Studios project 'The Greatest.'

Josh Schwartz and Stephanie Savage

The creators who are shepherding an Authentic Studios project based on the Barneys New York brand.

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What they’re saying

“We're really being focused on who we partner with, with our brands, because that's really important for where we want to go as a studio.”

— Colin Smeeton, President, Authentic Studios (Variety)

What’s next

Authentic Studios plans to continue expanding its content offerings beyond the 'EPiC: Elvis Presley in Concert' documentary, including developing more scripted projects based on its other intellectual property holdings like Muhammad Ali and Marilyn Monroe.

The takeaway

Authentic Studios' move into production signals a shift in the company's strategy, as it looks to take a more active role in creating compelling content around the valuable intellectual property it owns. This could lead to a new wave of biopics, documentaries and scripted series centered on Authentic's diverse portfolio of iconic brands and personalities.