Orion Names Kevin Shelby to Marketing, Distribution Post

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A former marketing exec at BH Tilt, he joins MGM's newly relaunched label.

Kevin Shelby has joined Orion Pictures as its senior vp marketing and distribution, it was announced Monday by Orion Pictures president John Hegeman, to whom Shelby will report.

Orion is MGM’s newly relaunched label, which plans to market and distribute four to six modestly budgeted films a year, both wide and limited releases, for targeted audiences.

Shelby, who will oversee day-to-day operations of Orion’s theatrical marketing and distribution, most recently served as senior vp marketing at BH Tilt, where he also worked with Hegeman and where he oversaw the planning, development and execution of marketing, distribution and advertising for theatrical releases including The Green Inferno, The Darkness, Incarnate, The Belko Experiment, Sleight, Lowriders and Birth of the Dragon. Previously, Shelby served as senior vp theatrical marketing for New Line Cinema, where he worked on such film releases as Rush Hour 2, Austin Powers in Goldmember, Elf, John Q, Wedding Crashers, Freddy vs. Jason, The Texas Chainsaw Massacre, Blade and the Academy Award-winning Lord of the Rings trilogy. Prior to joining New Line, Shelby held senior level marketing positions at Lionsgate and MGM and began his career at Sony.

“I have known Kevin for over 20 years, and during that time we have worked on some incredibly groundbreaking campaigns. Reuniting at Orion with the goal to create compelling and impactful marketing and distribution campaigns to reach audiences and help deliver at the box office is exciting,” Hegeman said in a statement.

Orion also listed Kevin Wilson as its executive vp distribution earlier this month.

Orion’s first release, the YA romance Every Day, based on David Levithan’s novel of the same name, is set to open Feb. 2 domestically.