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Roth taps Dana Roth prod’n VP

“The Last Action Hero” producer Steve Roth confirmed Friday the appointments of Dana Roth as veepee of production and Diana L. Mack as director of development for Columbia Pictures-based Steve Roth Prods.

The appointments follow the departure of executive VP Michael Cieply, who has set up his own Byline Films shingle on the Columbia lot (Daily Variety, Sept. 1 ).

Roth said he’d intended to add two exex prior to Cieply’s exit, as part of a plan to “significantly expand on the types of projects we’re developing with an emphasis on more comedy, more action and more character-driven pieces.”

The company restructure comes just as Steve Roth Prods. starts work on Columbia Pictures’ “The Last Action Hero,” which stars Arnold Schwarzenegger and is directed by John McTiernan. Penciled in for June 18 release, pic’s budget is officially reported by Columbia at $ 47 million.

Dana Roth most recently was director of development and story editor for Silver Pictures. She was formerly an assistant to Matt Tabak, who just left Silver to write a screenplay. An attorney, Roth previously worked for the concert promoters the Garys. Roth is not related to her boss.

Mack just completed a two-year stint at Imagine Films Entertainment, where she worked as development executive and story editor. She was previously an exec assistant to Dawn Steel, a marketing manager for Apple Computer Inc. and management consultant for Marakon Associates.

Rounding out the staff are Carol Ann Snyder and Jason Barrett.

Beyond “Last Action Hero,” Roth has several projects in the development percolator, including “The Washington Story” with Castle Rock Prods. As previously reported, Rob Reiner is attached of director, with Aaron Sorkin writing the screenplay.

On the comedy side, the shingle has “Madison Avenue” and Nick Kazan’s “The Ride Along” in the pipeline.

In addition, Roth has a murder-mystery titled “Ocean Boulevard” in development, which was written by Rowdy Herrington and Doug Taylor.

Roth also has three projects developed in association with Frank Price, who first signed him to a producer’s deal when Price was chairman of Columbia Pictures in the early ’80s.

The list of Price/Roth projects includes “San Antonio Story,””The Sal Aunesse Story” and screenwriter/director George Armitage’s “Ernie Popovich.”

Roth said the projects have been released by Columbia Pictures and the two producers are attempting to set the projects up elsewhere.

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