Open Road Marketing Shake-Up: Loren Schwartz Replacing Jonathan Helfgot as President
Liz Biber has been promoted to president of publicity and will continue to report to CEO Tom Ortenberg. Biber has been head of publicity since the company’s inception in 2011.
For the second time in 13 months, Open Road Films has named a new marketing president. The indie studio is tapping Loren Schwartz to take the marketing reins. He is replacing Jonathan Helfgot, who is leaving Open Road.
Schwartz will report directly to Open Road CEO Tom Ortenberg. Helfgot took over Open Road's marketing department just last year, when he replaced Jason Cassidy.
The move comes as Open Road struggles at the box office, most recently as the big-budget Armenian genocide drama The Promise earned just $4 million in its opening weekend. Open Road's high-profile Snowden from Oliver Stone took in a disappointing $22 million after launching in September.
In another move, Liz Biber has been promoted to president of publicity and will continue to report to Ortenberg. Biber has been head of publicity since the company’s inception in 2011.
Schwartz was previously executive vp marketing at Screen Gems, where he oversaw such films as Evil Dead, Resident Evil, Think Like a Man, Heaven Is for Real and The Vow. His most recent position was executive vp genre marketing and advertising at Warner Bros. Before Screen Gems, he was senior vp creative advertising at Columbia Pictures, where he worked on more than 60 films, including Superbad, Pineapple Express, Cloudy With a Chance of Meatballs, Anger Management and 50 First Dates.
“Loren has proven track record in all aspects of motion picture marketing," Ortenberg said Tuesday in a statement. "He has an impressive depth of expertise in creative advertising and he is highly respected by filmmakers along with his colleagues in the industry. I am thrilled to bring him on board as part of the senior management team at Open Road and looking forward to Loren and Liz being a truly dynamic duo as they lead our marketing and publicity efforts into the future.”
Added Schwartz: “I'm excited to work with Tom and his incredible team. Open Road has a great reputation for unique and innovative campaigns on a diverse array of projects across many genres. I'm looking forward to working with them on their upcoming slate.”