Jim Fredrick joins Screen Gems

He becomes vp marketing

Jim Fredrick has joined Screen Gems as executive vp marketing, it was announced Monday by Jeff Blake, chairman of Sony Pictures worldwide marketing and distribution.

Fredrick, who will report to Blake, will oversee all aspects of Screen Gems marketing, including creative advertising and publicity for the specialty film banner. Among his first assignments will be the campaigns for such 2009 Screen Gems titles as "Underworld: Rise of the Lycans," the third film in the successful "Underworld" franchise; "Obsessed," starring Beyonce Knowles; and "Fired Up."

Fredrick will replace Marc Weinstock, who has become co-president of worldwide marketing for Sony.

Fredrick previously served as senior vp, creative advertising at Warner Bros., where he supervised the creation of more than 80 advertising campaigns, and, prior to that, was president of marketing for Castle Rock Entertainment.

Blake said, "Working on movies as diverse as the 'Harry Potter' franchise, '300' and 'Million Dollar Baby,' Jim has developed some of the most creative, memorable and highly successful campaigns in the business. We had the privilege of working together many years ago when he ran marketing for Castle Rock and I know first hand what he brings to the table and we are looking forward to his experience, insight and creativity as he guides our marketing effort on behalf of Screen Gems."

Clint Culpepper, president of Screen Gems, added, "I'm really excited about Jim's decision to join us at Screen Gems. He has a wealth of experience and invaluable talent relations that will help take Screen Gems to the next level. Marc and I have worked well as a team, and I couldn't be more excited for him and I look forward to sharing that same kind of partnership with Jim."

Fredrick commented, "I'm thrilled to be joining Screen Gems – the slate offers a great opportunity to push the envelope in terms of traditional campaigns as well as attacking the landscape through innovative peer-to-peer and grass roots avenues. I'm excited by the films Clint and his talented filmmakers have lined up and I can't wait to jump in."

Director Rob Reiner , who worked with Fredrick on 11 films, added, "Jim is one of the most creative marketing executives I have had the privilege to work with. He understands how to develop and execute a great campaign and the toughest thing for a marketing guy is to convey the most commercial component of a film without betraying the true essence of the film itself. Jim does that beautifully."

Fredrick is also a member of the Motion Picture Academy and the Key Arts Advisory Board and serves as an instructor at UCLA Extension.
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