Warner Bros. is matching an iconic film subject with an iconic producer. The studio has taken over Playboy, a project about Playboy Magazine founder Hugh Hefner, with Jerry Weintraub taking over the film as producer. The film originated at Universal with Imagine Entertainment, where the studio tried for several years to tell the story of how Hefner evolved from a puritanical upbringing to become the godfather of the sexual revolution. During that time, Hefner used the magazine to champion civil rights and free speech, putting James Brown on his show Playboy After Dark when no one put black performers on national television. While Universal had filmmakers like Brett Ratner attached at one time or another and actors like Robert Downey Jr. and Hugh Jackman mentioned as possibles to play Hef, the project languished.