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The move by the indie studio will see Palen oversee around 40 employees and steer branding and franchising for Lionsgate. His new long-term agreement includes the role of continuing to run worldwide theatrical marketing operations for Lionsgate, Summit Entertainment and other movie labels.
The studio recently launched a Lionsgate Premiere specialty division as it continues to diversify its film slate by reaching into the genre film markets with horror maestros and star-driven action thrillers.
Palen is also responsible for spearheading Lionsgate’s location-based entertainment initiatives, including the upcoming The Hunger Games Exhibition nationwide tour and the Hunger Games Stage Around live theatrical experience debuting in England next summer.
“Tim has played a lead role in building the Lionsgate corporate brand since the early days of the studio, and his promotion to chief brand officer reflects our continued evolution into a global content leader with an expanding portfolio of brands, franchises and other signature properties,” said Lionsgate CEO Jon Feltheimer in a statement.
Palen‘s previous long-term agreement was signed in 2012, when he was first tapped to run the Lionsgate-branded film slate in the wake of the Summit Entertainment acquisition. Combining the two studios greatly increased the overall film slate at the indie studio.
“Tim is truly best in class — one of the most creative and strategic marketing executives in this business,” Lionsgate motion picture group co-chairs Rob Friedman and Patrick Wachsberger said in their own statement on Tuesday.
Palen was behind the marketing strategy for the Hunger Games franchise and also led marketing campaigns for The Age of Adaline, John Wick and the CBS/Lionsgate teen comedy The DUFF. He joined Lionsgate in 2002 and played a central role in marketing campaigns for the Saw franchise, the Tyler Perry film brand and Precious, which won three Academy Awards in 2009.
Upcoming film releases from the indie studio include the Divergent series, Now You See Me 2, the live-action Saban’s Power Ranger series and Francis Lawrence‘s The Odyssey.
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