To say the atmosphere at Ryan Coogler's production company, Proximity Media, has been euphoric would be an understatement.
You too would be beyond elated if your film landed in top 10 box office of the year and set the all-time record for most Oscar nominations.
But “Sinners” wasn't built in a day. It's been a slow and steady climb (call it, well, one success after another) since Coogler founded the company in 2018 with his wife Zinzi (they married in 2016) and USC film school classmate Sev Ohanian. And the director does not skimp on praise for his partners.
“Zinzi is meticulous and detail-oriented and is the one who keeps everything together,” Coogler wrote in an email to The Envelope. “She's humble and observant, but she's the smartest person I know and knows me very well. Sev is exceptional at strategy and the most experienced producer of the three, which is invaluable… Together, they act as a bridge between creativity and business, allowing me to focus on the film.”
The three have been working together since Coogler's 2013 feature film debut, “Fruitvale Station,” based on the true story of Oscar Grant, a young black man shot and killed by a transit police officer at an Oakland BART station.
Bringing audiences closer to often overlooked stories and topics built the company's name, which now includes feature film, television, nonfiction, music and podcasting departments.
His previous film projects include the Oscar-winning “Judas and the Black Messiah,” “Space Jam” and “Creed III.”
“They're on a fast rocket with an upward trajectory for almost any project they bring to market,” said Andrew Goldman, associate professor of film and television at New York University's Tisch School of the Arts. “Every company in town will want a Proximity/Ryan Coogler project. They've cracked a formula for critical acclaim and box office success.”
A recent installment of the “In Proximity” podcast featured Michael B. Jordan and Ryan Coogler getting into the weeds about the production of “Sinners,” including how Jordan clearly portrayed twins Smoke and Stack.
Moving forward, it looks like Proximity's sights are set on stories based on another duo: Mulder and Scully from “The
Warmly showcasing their camaraderie and creative interdependence, Zinzi Coogler and Ohanian told more about their company over Zoom, including their early days, the people who inspired them, and how they're adapting to the changing media landscape.
This interview has been edited for length and clarity.
Michael B. Jordan, left, and Miles Caton in “Sinners.”
(Images from Warner Bros.)
What is the origin story of how Proximity Media was formed?
Ohanian: It officially became a company on April 6, 2018, over lunch in San Francisco, but its roots date back to 2008 at USC film school, where I met Ryan Coogler. We became friends working on student films and reconnected when Ryan and Zinzi were finishing “Black Panther.” Around that time, I had just produced “Searching” and we started talking seriously about starting a company together.
Zinzi, what made you want to formally partner with Sev and Ryan?
Coogler: After years of working with Ryan unofficially, especially on “Fruitvale Station,” we knew we wanted to make it official. Sev had always impressed me with his creativity and tireless work ethic. When Ryan and I talked about starting a company, Sev was the only person we wanted to approach. Luckily, he said yes, and that's how Proximity really got started.
Did you ever imagine Proximity would grow the way it has?
Ohanian: Honestly, no. When we were making “Fruitvale Station,” we were just trying to finish the movie. But looking back, it seems inevitable because we've put in years of consistent work and built strong relationships in the industry.
Coogler: We could not have predicted this success. But the foundation of our collaboration – our shared belief in storytelling and craftsmanship – has never changed since those early days.
What projects are you most excited about right now?
Ohanian: Last year was historic. We released “Sinners,” had streaming hits like “Ironheart” and “Eyes of Wakanda,” and launched season 3 of our podcast “In Proximity.” We also have several documentaries and new TV shows in development, plus a long-rumored “X-Files” project that's about to be released.
Tell us about the atmosphere within the company.
Coogler: There is a lot of laughter between the three of us: Ryan, Sev and me. In our early days, someone once asked, “Can I get the real Name of your company? We laughed about it and recorded the moment. It keeps us humble and reminds us how far we have come.
How did you approach the production of “Sinners”?
Coogler: It was the first time we were sole producers on something Ryan wrote and directed. We saw it as a great moment for Proximity: an opportunity to support Ryan's creative vision from start to finish.
Do you have defined roles within Proximity?
Ohanian: Roles change depending on the project. Each of us brings different strengths: Ryan as a director, me from the independent film side, and Zinzi with his extensive experience and consistent leadership. We've built a team of about 20 people who have grown up with us, including some who started out as assistants and are now producers.
Did other production companies serve as inspiration for you?
Coogler: We've leaned on incredible mentors: Jim Morris at Pixar, Kevin Feige and Lou D'Esposito at Marvel, and Charles King at Macro. His guidance shaped how we lead and structure our company.
Looking ahead, how is Proximity adapting to the changing media landscape?
Ohanian: Change has been constant from day one: recessions, strikes, flux shifts. We stay adaptable through annual retreats, often at Pixar, to reevaluate our strategy and think creatively about the future.
How do relationships like the one you had with Michael B. Jordan influence your work?
Coogler: Michael's family to us. We've been through a lot together, from “Fruitvale Station” to “Creed III” to “Sinners.” That trust and that history make the work special at all times.
