The producer of the first two Mortal Kombat movies hopes to transform the Tetris brand into an “epic sci-fi story.”

“Everyone knows that Tetris is one of the best known, most beloved brands in the world,” Larry Kasanoff, chairman of Threshold Entertainment, said in a release. “What everyone doesn’t know yet is this epic sci-fi story that we’re going to tell. That’s what’s really exciting.”

“Brands are the new stars of Hollywood,” Kasanoff told The Wall Street Journal.

“We look forward to partnering with Threshold Entertainment to re-imagine that common experience and bring a spectacular new Tetris universe to the big screen for the first time,” said Henk Rogers, managing director of The Tetris Company. “In this new universe, as you’ll soon find out, there’s much more to Tetris than simply clearing lines.”

Kasanoff has experience executive producing movies for brands like Mortal Kombat and Lego. He and Threshold Entertainment were responsible for another brand-centric movie, the critically panned and commercially disastrous Foodfight! The animated movie featured mascots for Twinkie, Mr. Clean, Mrs. Butterworth, StarKist Tuna, Coca-Cola and dozens of other brands coming to life after hours at a grocery store.