Michael Schneider Variety Editor at LargeWhen Michael Rapaport signed on to play shoe mogul Steve Madden in a TV project based on Madden’s life, the pair soon realized they had a lot in common — and began trading ideas on how to actually get into business together. That has led to the formation of 212Works, a new production company that Rapaport and Madden have launched to develop film, TV and digital projects.“We met and hit it off,” Rapaport says.