Inside the production company behind ‘Sinners,’ new ‘X-Files’
To say the mood at Ryan Coogler’s production company Proximity Media has been euphoric would be an understatement.
You too would be more than euphoric if your film landed in the year’s box office top 10 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 ascent — 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 buddy Sev Ohanian. And the director is unstinting in his praise for his partners.
“Zinzi is meticulous and detail-oriented and the one that keeps it all together,” Coogler wrote in an email to The Envelope. “She is humble and observant but is the smartest person I know and knows me extremely well. Sev is exceptional at strategy, and the most experienced producer of the three of us, which is invaluable. … Together, they act as a bridge between the creative and the business, which allows me to stay focused on the film.”
The three have been working together since Coogler’s 2013 feature debut, “Fruitvale Station,” based on the true story of Oscar Grant, a young Black man shot to death by a transit police officer in an Oakland BART station.
Bringing audiences in close proximity to stories and subject matter often overlooked forged the name of the company, which now includes feature film, television, nonfiction, music and podcasting departments.
Past film projects include the Oscar-winning “Judas and the Black Messiah,” “Space Jam” and “Creed III.”
“They are on a fast rocket with an upward trajectory for almost any project they bring to the marketplace,” said Andrew Goldman, adjunct 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 have cracked a formula of both critical acclaim and box-office successes.”
A recent installment of the podcast “In Proximity” featured Michael B. Jordan and Ryan Coogler getting in the weeds about the production of “Sinners,” including how Jordan distinctly portrayed twins Smoke and Stack.
Moving forward, it looks like Proximity’s sights are set on stories based on another duo: “The X-Files’” Mulder and Scully, the iconic opposites-attract FBI agents who forged a deep personal partnership while investigating strange and paranormal cases over 11 seasons on Fox, beginning in 1993 and stretching until 2018.
Warmly displaying their camaraderie and creative interdependence, Zinzi Coogler and Ohanian spilled more about their company over Zoom, including their early days, people who inspired them and how they’re adapting to the shifting media landscape.
This interview has been edited for length and clarity.
Michael B. Jordan, left, and Miles Caton in “Sinners.”
(Warner Bros. Pictures)
What is the origin story of how Proximity Media formed?
Ohanian: It officially became a company on April 6, 2018, over lunch in San Francisco, but the roots go back to 2008 at USC film school, where I first 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 forming a company together.
Zinzi, what made you want to partner with Sev and Ryan formally?
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 relentless work ethic. When Ryan and I discussed founding a company, Sev was the only person we wanted to approach. Luckily, he said yes — and that’s how Proximity really began.
Did you ever imagine Proximity would grow as it has?
Ohanian: Honestly, no. Back when we were making “Fruitvale Station,” we were just trying to get the movie finished. But looking back, it feels inevitable because we’ve put in years of steady work and built strong relationships in the industry.
Coogler: We couldn’t have foreseen 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 now?
Ohanian: Last year was a landmark one. We released “Sinners,” had streaming hits like “Ironheart” and “Eyes of Wakanda,” and launched Season 3 of our “In Proximity” podcast. We also have several documentaries and new TV shows in development, plus a long-rumored “X-Files” project that’s close to launching.
Tell us about the atmosphere within the company.
Coogler: There’s 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 cracked up at that and recorded the moment. It keeps us humble and reminds us how far we’ve come.
How did you approach producing “Sinners?”
Coogler: It was our first time being sole producers on something Ryan wrote and directed. We saw it as a big moment for Proximity — a chance to support Ryan’s creative vision from start to finish.
Do you have defined roles within Proximity?
Ohanian: Roles shift depending on the project. We each bring different strengths — Ryan as director, me from the indie film side, and Zinzi with her broad experience and steady leadership. We’ve built a team of about 20 people who’ve grown with us, including some who started as assistants and are now producers.
Did other production companies serve as an inspiration?
Coogler: We’ve leaned on amazing mentors — Jim Morris at Pixar, Kevin Feige and Lou D’Esposito at Marvel, and Charles King at Macro. Their 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 since day one — recessions, strikes, streaming shifts. We stay adaptable through yearly retreats, often at Pixar, to reassess our strategy and think creatively about the future.
How do relationships like the one with Michael B. Jordan influence your work?
Coogler: Michael’s family to us. We’ve been through so much together — from “Fruitvale Station” to “Creed III” and “Sinners.” That trust and history make the work special every single time.
