Society's deep, nostalgic love of Tetris is being harnessed for a movie based on Alexey Pajitnov's seminal puzzle game. The producer of the first two Mortal Kombat movies — and ensuing TV series and stage show — hopes to transform the Tetris brand into an "epic sci-fi story."

Producer Larry Kasanoff, chairman of Threshold Entertainment, and executive producer Jimmy Ienner are overseeing the film with The Tetris Company.

"Everyone knows that Tetris is one of the best known, most beloved brands in the world," Kasanoff 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."

"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.

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

A director, cast and release date for the Tetris movie were not announced.