Sony Shake-Up: Christine Birch to Replace Dwight Caines as President of Domestic Marketing
The studio also is promoting Andre Caraco to co-president of domestic marketing.
Dwight Caines is exiting his post as president of domestic marketing for Sony Pictures Motion Picture Group. Christine Birch is being promoted to fill that role, while Andre Caraco also is being promoted to co-president of domestic marketing.
The moves, which Josh Greenstein, the studio's president of marketing and distribution, announced Friday in an email to his staff, will take place later this summer.
The changes come as Sony gets ready to launch one of its highest-profile movies of the year, Ghostbusters, arriving July 15. According to Greenstein’s memo, Caines, who has been deeply involved in the Ghostbusters effort, “approached me several weeks ago to say that he wanted to make a change and explore other opportunities after the Ghostbusters marketing campaign is completed. He and his excellent team remain tireless in their creativity and drive to deliver on all our films, and we are looking forward to a great summer and fall.”
A 19-year veteran of the studio, Caines was named president of domestic marketing in 2013 after heading up digital film marketing for the studio since 2005.
Birch, who spent 12 years in senior marketing positions at Sony before taking on marketing posts at DreamWorks, Film District and Focus, returned to Sony in March of this year in the newly created position of executive vp, domestic creative marketing strategy, triggering speculation that she would eventually take over Caines’ job. She has had a role in marketing the Transformers franchise as well as Oscar-winners such as The Theory of Everything, and Greenstein noted, “Christine truly understands the strategies and tactics needed in order to turn a film campaign into an engaging conversation with our consumers.”
Caraco, who began his career at SPE’s TriStar Pictures in 1989, has served as head of the studio’s national publicity team since 2006 and has worked on such franchises as Spider-Man, James Bond and The Da Vinci Code. “He is an asset to our team, with a deep well of knowledge, skill and relationships that make him a highly effective leader,” said Greenstein.
In a separate email to his staff, Caines said he was moving on "with mixed emotions, after much reflection." He continued, "As I look back on my career at SPE, I can happily say that I've accomplished everything that I set out to do. I am especially proud of our digital marketing efforts on a global basis, and to have been the first digital marketer to be appointed head of marketing at a major studio."
Greenstein also credited Caines with building "a world-class digital marketing function from the ground up, and [transforming] the way we market our films to consumers."