Annie Barrett
March 11, 2009 AT 02:00 PM EDT

Danny DeVito and screenwriter Peter Steinfeld have secured the rights to the life of consumer electronics king Eddie Antar and will produce a film about his life, reports Variety. Antar’s successful Crazy Eddie’s chain store opened in 1971 and, fueled by memorable commercials involving a crazed pitchman who promised “In-sa-a-a-a-a-ane!” prices, grew to 43 locations. Years after becoming a Wall Street sensation, Antar was ultimately charged with stock fraud and ordered to pay $150 million in fines. Isaac Chera and Elliott Azrak, two businessmen who grew up around the corner from thefirst store Antar and his family opened in Brooklyn, will provide the film’s development capital and help produce.

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