Sony Pictures Entertainment has named Christine Birch to the position of senior vice president of North American theatrical marketing, Columbia Motion Picture Group.
She will report to Bob Levin, SPE president of worldwide marketing.
In her new position, Birch will oversee the launch of films in the U.S. and Canada.
Birch joined Sony as a manager of research for TriStar in 1986. After a stint at MGM between 1990 and 1995, she rejoined SPE as VP of market research, becoming co-supervisor of the restructuring of theatrical marketing in 1997.
Earlier this year, Sony merged its Columbia and TriStar film studios into a single entity.
Columbia Motion Picture Group is the new banner housing all of Sony’s motion picture activities, including film studio Columbia Pictures, distrib arm Sony Pictures Releasing, and homevideo and other ancillary operations.