Theatrical distributor Gramercy Pictures has lured Samantha Hart away from Geffen Records a year before her contract there is up.
The move to Gramercy, as creative director of advertising, marks a big change for Hart, whose five-year music career as Geffen’s graphic arts director included the development and execution of advertising campaigns and special packaging for Guns N’ Roses, Nirvana, Cher, Aerosmith and Whitesnake, to name a few.
Known as an innovator in pack-aging in the recording biz, Hart patented and sealed “a joint venture between myself and Geffen Records for the Smart-Pak,” an environmentally friendly, self-contained promotional mailer for CDs, which was “the catalyst in the demise of 6-by-12-inch packaging,” she says.
Hart readily admits she has no background in film packaging, and acknowledges that Gramercy prez Russell Schwartz is “taking a big chance with me.”
However, in keeping with Gramercy’s youth (the company was formed in June), Hart aptly notes that Schwartz “wanted someone with a fresh, kind of naive outlook to create some unique, eye-catching campaigns for smaller pictures.
He thought I could apply some of my creativity to film, which is just a larger canvas.”
Hart’s new canvas will include campaigns for some six pix this year, including Mario Van Peebles’ upcoming western “Posse.”