Former 42West Partner Cynthia Swartz Officially Launches New Company

FilmMagic/Getty Images
Cynthia Swartz

Past colleagues Michael Kupferberg and Elena Zilberman will join the new firm.

Cynthia Swartz, who resigned as one of the partners at the publicity firm 42West last month, is opening her own PR and consulting firm which will be called Strategy PR/Consulting.

She will be joined by former 42West colleagues Michael Kupferberg and Elena Zilberman, who will serve as vice presidents. Both will be based in New York. Also joining the new team in New York are Chanelle James as director of national publicity and Katelyn Bogacki as manager.

STORY: The PR Wars at 42West: Fights, Money and a Breakup

The new outfit will have offices in New York and Los Angeles, Swartz announced Friday just in time for the fall festival season, and will focus on national film publicity campaigns; digital entertainment strategy; unit publicity awards campaigns; film festival oversight with a focus on acquisition titles; and filmmakers and corporate communications.

Zilberman will oversee national film campaigns, and Kupferberg will maintain oversight of festival and awards campaigns, as well as all corporate communications and new business initiatives. Additionally, the company has formed a strategic alliance with Marc Schiller's New York-based digital marketing and publicity firm Electric Artists to manage new media, social networking and targeted online public relations efforts for select films and clients.

Electric Artists recently developed the digital marketing strategy for Asif Kapadia's documentary Senna as well as the online and marketing campaign for Banksy's Welcome to the Gift Shop.

As the frenzied fall season gets under way, Strategy's initial slate of films includes Emilio Estevez's The Way, starring Martin Sheen; S.J. Clarkson's Toast, starring Helena Bonham Carter and Freddie Highmore; Sam Levinson's Another Happy Day, starring Ellen Barken and Demi Moore; Carl Colby's The Man Nobody Knew; Madonna's W.E., which was just unveiled at the Venice Film Festival; Lynne Ramsay's We Need to Talk About Kevin, starring Tilda Swinton; and Gerardo Naranjo's Mexican thriller Miss Bala. The company is also handling several potential acquistion titles playing the Toronto International Film Festival: Oren Moverman's Rampart, starring Woody Harrelson, and Jonathan Teplitsky's The Burning Man, starring Matthew Goode.

“I have been working in the film industry for nearly thirty years, and though so much has changed and continues to change, my passion for film and my allegiance to filmmakers remains steadfast,” says Swartz. “I am incredibly grateful to my partners at 42West for giving me this opportunity to branch out on my own, and I look forward to working with filmmakers and film lovers, on films of all shapes and sizes, as we enter the new frontier on so many levels. Aligning my new company with Mark Schiller's incredible team at Electric Artists is just one of the many ways that we will be expanding our knowledge base as publicists and marketers to create the perfect strategy for each project."