ID PR hires Weinstein Co. publicity execs

Dani Weinstein, Sara Serlen join film department

TORONTO -- As awards season gets under way, PR film ID has hired veteran publicity execs from The Weinstein Co. Dani Weinstein and Sara Serlen as senior vp and vp respectively. Weinstein, no relation to the Weinstein brothers, will lead ID's Film Department from its New York office.

As the firm expands, it has promoted Carrie Byalick, Jodi Gottlieb and BeBe Lerner to senior vp status.

ID also hired Randi Peck as vp in entertainment & brand strategies to work in the lifestyle, fashion and consumer products arena, and Rhett Usry, who has a background in music and talent, as a senior publicist.

According to ID, Weinstein and Serlen, along with ID's existing film department, will continue to work on film release campaigns for TWC on its titles, including awards race hopefuls Tom Hooper's "The King's Speech," starring Colin Firth and Geoffrey Rush, and Julian Schnabel's "Miral," which are screening at the Toronto International Film Festival, as well as doc "The Tillman Story."

Weinstein, who worked at TWC and Miramax for 11 years, has shephered PR campaigns on a number of prominent titles that were awards movers and shakers, among them Stephen Daldry's "The Reader," Quentin Tarantino's "Inglorious Basterds," and Woody Allen's "Vicky Cristina Barcelona."

Serlen also worked on campaigns for "Basterds," "Reader," Michael Moore's "Sicko" and "Barcelona," among others.

ID is becoming a haven for former Miramax publicists as Weinstein and Serlen join Byalick and Gottlieb, who also worked for Miramax. Byalick reps actors such as Vera Farmiga, Lea Michele and Paul Giamatti, while some of Gottlieb's clients are Dustin Hoffman, Paul Rudd, Claire Danes and Bryan Cranston.

Lerner is best known for repping filmmakers and writers including Christopher Nolan, Zack Snyder, Alex Kurtzman and Roberto Orci.