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Bethlehem original lands Hollywood movie deal

By , - Last modified: April 23, 2014 at 3:17 PM
You may soon see Peeps at your local movie theater -- not in the concession stand, but on the screen.
You may soon see Peeps at your local movie theater -- not in the concession stand, but on the screen. - (Photo / )

A Bethlehem native soon may be hitting the big screen, but it’s not an actor – it’s a sugary marshmallow treat.

"The Peeps brand is excited to come to Hollywood and hit the big screen," Matt Pye, vice president of corporate affairs and trade relations at Just Born, told Lehigh Valley Business in an email.

According to the entertainment industry website, deadline.com, filmmaker Adam Rifkin, known for such films as "Detroit Rock City" and "Underdog," has optioned the rights to create a Peeps movie, based on the classic Easter treat made by Bethlehem's Just Born Inc.

According to deadline.com, Rifkin has described the movie as being similar to the recent "Lego Movie," which took the pop-culture iconic toys and animated them into a family-friendly movie.

The website said Rifkin was inspired by watching his niece and nephew create a Peeps diorama for a school project and saw how the confections could be used to tell an entertaining story.

"We are always eager to see our fans express their 'Peepsonality' – from our annual Peeps diorama contests to YouTube video parodies," Pye said in the email. "We believe this is just another way to engage with our loyal fan base and express the fun nature of the brand."

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Stacy Wescoe

Stacy Wescoe

Writer and online editor Stacy Wescoe has her finger on the pulse of the business community in the Greater Lehigh Valley and keeps you up-to-date with technology and trends, plus what coworkers and competitors are talking about around the water cooler — and on social media. She can be reached at stacyw@lvb.com or 610-807-9619, ext. 4104. Follow her on Twitter at @morestacy and on Facebook. Circle Stacy Wescoe on .

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