Rubin shifts to SPHE as executive vp

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Robert Rubin has joined Sony Pictures Home Entertainment as executive vp, reporting to division president David Bishop. Rubin will work with senior management on global strategic plans and also oversee business development and business affairs for sales, marketing and operations.

Rubin also will be responsible for the negotiation of key business transactions relating to SPHE's relationships with the creative community and spearhead the division's faith-based and family entertainment initiatives, managing acquisitions and creative development of original product.

"The home entertainment industry has become a rapidly changing global business which requires strong skills to create smart and immediate responses to new and old challenges," Bishop said. "This includes the emergence of new technologies and the creation of resources and products to satisfy the interests of targeted and emerging special market groups."

Bishop said Rubin's experience in home entertainment and "broad expertise" in business affairs and production "will be especially critical as SPHE expands its family entertainment and faith-based activities through the acquisition, development and production of content for these genres."

Before coming to Sony, Rubin held several senior executive positions at Universal Pictures, in the feature film, home entertainment and consumer products divisions.

Most recently, he was executive vp of Universal Worldwide Entertainment as well as of Universal Home Entertainment Production, where he managed all aspects of the direct-to-DVD business, including the development and production of live-action and animated feature-length sequels of such studio franchises as "American Pie," "The Land Before Time," "Bring It On," "Beethoven" and "Curious George."
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