Virgin Produced
Virgin Produced was Virgin Group's film and television development, packaging, and production business.
Last updated August 31, 2026
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History
Virgin Produced was created in 2010 in Los Angeles as Virgin Group's dedicated film and television development, packaging, and production arm. The venture was established with Jason Felts and Justin Berfield, who brought an existing production operation known as J2TV/J2 Pictures into the partnership. The Santa Monica-based company was intended to extend the Virgin brand into filmed entertainment while using a more entrepreneurial structure than a conventional studio division. From the beginning, Virgin Produced presented itself as a talent-friendly company with an ambitious goal of challenging established studio practices. Its operating concept was tied to the broader Virgin business philosophy, often referred to as the Virgin Way. The company sought to connect entertainment production with Virgin's consumer-facing businesses, including Virgin America, mobile services, and hotels. Those relationships were viewed as potential marketing and promotional channels for film and television releases, creating an ecosystem around projects rather than relying only on conventional advertising and distribution. The company's initial business model included a multi-year joint venture with Relativity Media. Under that arrangement, the partners planned to co-produce and co-finance several films each year. This gave Virgin Produced access to a larger financing and production framework while allowing it to participate in a portfolio of projects. Its associated film work ranged from the 2011 thriller Limitless and the historical fantasy film Immortals to Machine Gun Preacher, The Impossible, Movie 43, 21 & Over, and Jobs. The slate subsequently included That Awkward Moment, Bad Moms, The Edge of Seventeen, The Space Between Us, and the television-oriented or made-for-platform title Bixler High Private Eye. Virgin Produced also experimented with digital distribution and branded programming. In April 2012, it launched the Virgin Produced Channel, a digital network carrying lifestyle, music, travel, technology, and comedy content through Virgin America. The channel illustrated the company's intention to operate across film, television, digital media, and Virgin-branded customer touchpoints rather than limiting itself to theatrical production. International expansion followed in 2013 with the creation of Virgin Produced India. The Indian operation was designed to develop, package, produce, and distribute film and television content for the Bollywood market. Its establishment broadened the company's geographic ambitions and reflected the potential for Virgin's entertainment model to be adapted to a major international film industry. Jason Felts served as Virgin Produced's chief executive officer from its formation until his retirement in 2022. Justin Berfield served as chief creative officer and was involved in the company's creative leadership from the beginning. Publicly available reference material does not provide a reliable account of the company's current management, ongoing production activity, corporate ownership beyond its Virgin Group association, or whether the unit remains operational. The company should therefore be recorded with an unknown current status.
- 2022
Jason Felts retires
[1]Jason Felts retired as chief executive officer after leading Virgin Produced since its formation.
- 2013
Virgin Produced India launches
[1]The company established an Indian operation focused on Bollywood film and television development, production, packaging, and distribution.
- 2012
Virgin Produced Channel launches
[1]Virgin Produced introduced a digital network featuring lifestyle, music, travel, technology, and comedy programming on Virgin America.
- 2010
Virgin Produced founded in Los Angeles
[1]Virgin Group established Virgin Produced with Jason Felts and Justin Berfield as a film and television development, packaging, and production business.
- 2010
Relativity Media joint venture begins
[1]The company entered a multi-year arrangement with Relativity Media to co-produce and co-finance several films per year.
Products and positioning
A Virgin Group-backed, talent-oriented entertainment producer that combined film and television development with co-financing, cross-platform marketing, and Virgin-branded distribution opportunities.
Feature film · 2011
Limitless
A 2011 feature film associated with Virgin Produced's early slate. Its inclusion demonstrated the company's participation in commercially oriented, high-concept entertainment released through the theatrical film system.
Feature film · 2011
Machine Gun Preacher
A 2011 dramatic feature among the company's early production and co-financing projects, reflecting Virgin Produced's involvement in issue-oriented and character-driven cinema alongside mainstream commercial titles.
Feature film · 2011
Immortals
A 2011 fantasy action film associated with Virgin Produced. The project represented participation in large-scale genre entertainment and broadened the variety of the company's initial film portfolio.
Feature film · 2012
The Impossible
A 2012 disaster drama included in Virgin Produced's filmography. It was part of the company's early slate of internationally oriented theatrical projects.
Feature film · 2013
Movie 43
A 2013 ensemble comedy associated with Virgin Produced. The film illustrated the company's willingness to participate in unconventional, star-driven comedy formats.
Feature film · 2013
21 & Over
A 2013 coming-of-age comedy included among Virgin Produced's releases, extending the company's portfolio into youth-oriented commercial entertainment.
Feature film · 2013
Jobs
A 2013 biographical drama about technology entrepreneur Steve Jobs and one of the best-known titles in Virgin Produced's early film slate.
Feature film · 2014
That Awkward Moment
A 2014 romantic comedy associated with Virgin Produced, continuing its involvement in commercially positioned films aimed at younger adult audiences.
Feature film · 2016
Bad Moms
A 2016 comedy included in the company's later filmography. It represented a commercially focused studio-style release aimed at an adult female audience.
Feature film · 2016
The Edge of Seventeen
A 2016 coming-of-age comedy-drama associated with Virgin Produced and aligned with the company's continuing interest in youth and young-adult stories.
Feature film · 2017
The Space Between Us
A 2017 science-fiction romantic drama in the company's publicly listed filmography, showing its participation in genre-inflected young-adult entertainment.
Television film · 2019
Bixler High Private Eye
A 2019 television title associated with Virgin Produced, reflecting the company's work beyond theatrical features and its engagement with youth-oriented screen content.
Digital network · 2012
Virgin Produced Channel
A digital content network launched in 2012 with lifestyle, music, travel, technology, and comedy programming made available through Virgin America.
Marketing campaigns
- 2013Virgin America safety dance
United States
Virgin Produced was associated with a Virgin America safety-dance video released in fall 2013, connecting branded entertainment and airline communications.
Brand decisions
2013
Expand into Bollywood through Virgin Produced IndiaStrategyBackground
Virgin Produced pursued international opportunities in a major film and television market.
Action taken
It launched Virgin Produced India to develop, package, produce, and distribute film and television content.
2012
Launch the Virgin Produced ChannelProduct launchBackground
The company sought to extend its entertainment activities beyond feature-film production and use Virgin's customer-facing platforms.
Action taken
Virgin Produced launched a digital network carrying lifestyle, music, travel, technology, and comedy programming through Virgin America.
2010
Adopt a talent-oriented, cross-platform production modelStrategyBackground
Virgin Produced was launched with the stated ambition of operating differently from traditional studios and of using Virgin's airline, mobile, and hotel businesses as a marketing ecosystem.
Action taken
The company combined development, packaging, production, and co-financing with a brand-led approach intended to provide additional promotional channels for entertainment projects.
Aftermath
The model was followed by a Relativity Media film-financing venture and later expansion into digital programming and India.
Sources1 sources
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