The production house formerly known as Ryder Picture Company has officially rebranded as Embrace, a shift reflecting its evolving identity in Hollywood.
On September 14, 2026, news broke that Ryder Picture Company has officially rebranded as Embrace. This announcement, covered by The Hollywood Reporter, marks a significant evolution for the production company, founded by Aaron Ryder. The new name symbolizes a broader company identity, transcending its origins as a founder-led banner.
The rebranding reflects the partnership dynamic between Aaron Ryder and Andrew Swett, who have cultivated a diverse slate of projects this year. Reports indicate that their current lineup includes films like I Love Boosters and The Death of Robin Hood. The team is also in post-production on a big-budget project starring Keanu Reeves titled Shiver, directed by Tim Miller.
The name change from Ryder Picture Company to Embrace was a result of extensive brainstorming over a year and a half. Ryder explained that the name conveys their ability to navigate the unpredictable landscape of modern filmmaking, embracing both challenges and opportunities. A moment during a dinner, where Ryder felt inspired after a martini, ultimately led to the naming decision.
Ryder, previously known for his work on major projects such as Arrival and Memento, has built a strong network in Hollywood. Swett joined his company after working on films like The Founder and Spider-Man: Into the Spider-Verse. Their collaborative approach to filmmaking includes a keen understanding of various genres and platforms, whether for studios, streamers, or independent projects.
This rebranding comes at a crucial time in the industry. The partners are keen on leveraging their unique positions and connections to push forward new stories and experimentation, which they believe are essential in today's chaotic marketplace. They aim to identify the best ways to bring distinctive films to life, utilizing their extensive experience managing projects from inception to completion.
Under the Embrace banner, they will continue to explore diverse narratives. Shiver, featuring Keanu Reeves, has garnered attention not only for its cast but also for its ambitious logistics, including filming underwater in a Dominican Republic water tank. They also have an erotic thriller titled Mother’s Helper, starring Shailene Woodley, currently in post-production.
As the landscape of film production continues to evolve, Embrace aims to champion director-driven projects that challenge conventional boundaries. The company’s adaptability and willingness to delve into various genres suggest an ambitious roadmap moving forward.
The rebranding of Ryder Picture Company to Embrace signifies a strategic shift towards a more expansive and dynamic identity within the entertainment industry. As they embrace new projects and challenges, Ryder and Swett are positioned to make notable contributions to filmmaking, attracting both talent and audiences looking for innovative storytelling.
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