Picture perfect

Paramount Global's stock soared 13% on Friday, following reports that Sony was considering joining Apollo's bid to purchase the historic film and TV studio. The news comes after a previous $26 billion Apollo offer was rejected by Paramount's board.

Currently, the Sony-Apollo partnership is unable to get back in the picture with Paramount, as the studio is in exclusive merger talks with Skydance Media — a deal that, for the most part, shareholders don’t love.

One of the most storied brands in entertainment — having produced cinematic hits such as The Godfather, Titanic, Forrest Gump, and both Top Gun films — Paramount has a complicated history of owners... and an equally complicated modern corporate structure. Despite owning less than 10% of the company, 77% of the voting rights are controlled by the Redstone family through a holding entity called National Amusements.

Today, Paramount is a sprawling collection of assets. Its main moneymaker is the TV Media division, centered around CBS’s long tail of channels, which makes revenue from affiliate deals, advertising, and licensing content. The streaming business, Paramount+, has made a big splash in the crowded direct-to-consumer segment… but it’s also racking up big losses, and contributing less than a quarter to its total revenue.

This is just the latest chapter in the Paramount sale saga — a Warner Bros. merger that was on the cards late last year eventually fell apart, leaving the company somewhat rudderless until the latest round of M&A rumors started. Paramount shares are down 16% since the start of the year.