Just a week after Warner Bros.’ ouster of domestic marketing president Chris Pula, New Line Cinema announced Tuesday it has grabbed WB’s advertising and publicity veep Lori Drazen.
While the moves were unrelated, Drazen remarked on the coincidence, heightened by the fact that before Pula’s move to WB less than 12 months ago, he had worked as marketing prexy at New Line for three years.
“That’s what’s so ironic about the whole thing, that he would go from New Line to Warner and I would go from Warner to New Line,” said Drazen, who accepted the job before Pula’s dismissal from WB. She joined New Line on Monday.
Drazen becomes senior veep for creative advertising, reporting to Cheryl Boone Isaacs, prexy of theatrical marketing. In her new job, she heads a team developing all of New Line’s creative advertising, including one-sheets, print ads, trailers and commercials.
Boone Isaacs said she had known Drazen as an exec for 17 years and was eager to bring her to New Line when her Warner contract ended.
“I’m thrilled to be coming over here to work with such good people and such a wonderful marketing department,” Drazen said. “Hopefully I can offer some things to New Line that can improve on what they already have.”
In the past three years at WB, as veep of creative ads, Drazen was part of the team that launched “A Time to Kill,” “L.A. Confidential,” “Devil’s Advocate,” “Contact,” “Michael Collins” and “Tin Cup.”
In separate stints at WB, totaling 17 years, she served in several capacities, including assistant to the president of worldwide advertising and publicity. During her tenure there, she worked on marketing campaigns for “The Fugitive,” “Batman Forever,” “Disclosure,” “The Client” and “Heat,” among others.