Ari Emanuel’s Latest Moves: Memoir, MARI, and the Future of Endeavor
Ari Emanuel, the relentless Hollywood superagent and CEO of Endeavor, is once again making headlines—this time with a memoir that pulls no punches. Titled “Roll the Calls,” the book is described as an “incongruous LA ode to rage” in a town obsessed with aura layering and somatic unwinding. Emanuel pummels easy targets like Jeffrey Katzenberg and Trident gum, but notably pulls punches on bigger players, according to reviews. The memoir also dishes wild behind-the-scenes tales, from a Larry David-Elon Musk wedding brawl to a ‘porn scene’ in The Departed. Meanwhile, a separate report recalls how Mark Wahlberg got ‘revenge’ on Harvey Weinstein after the producer interfered in the editing of the 2000 crime drama The Yards—a reminder of Emanuel’s long history in the cutthroat entertainment business.nnBut Emanuel isn’t just looking back; he’s also reshaping his empire. In a major strategic move, he announced MARI, a new holding company that will encompass Endeavor Group Holdings’ assets, live sporting events, and experiences. This includes Frieze, IMG’s tennis portfolio (Miami Open, Madrid Open, and more), and a majority stake in automotive auction house Barrett-Jackson. Key investors include Mark Shapiro, RedBird Capital Partners, the Qatar Investment Authority, and the Miami Dolphins ownership group. The move comes after Endeavor’s 2021 IPO, which left some staffers fuming that it mainly enriched Emanuel, and a 2023 exploration of strategic alternatives that sparked takeover rumors.nnAs Hollywood grapples with AI’s disruptive potential, Emanuel’s memoir and business maneuvers highlight his dual role as both a chronicler and a shaper of the industry. The primary guardrail Hollywood should be asking for, he suggests, is ensuring that AI doesn’t turn the industry too far upside down—a theme that resonates in his book, which was written as a 21st-century tome for a modern audience. With MARI, Emanuel is betting on live events and experiences as
Shimanta Das 
