New Line has upped its longtime Internet guru Gordon Paddison to exec VP, new-media marketing.
In the newly created post, Paddison will support all divisions of the company in integrating new-media platforms, such as the Web, mobile devices and videogaming, into their marketing efforts.
In his previous role as exec VP of integrated marketing, Paddison focused primarily on theatrical releases. But now he and his team will work more closely with New Line’s homevideo, TV and other businesses.
In addition, Paddison will be involved in the mini-major’s efforts to distribute its film and TV properties online.
“This move is representative of our effort to address the dramatic effects which the digital universe is having on our businesses,” said New Line co-CEOs Bob Shaye and Michael Lynne. “It will allow us to emphasize the power and potential of new media throughout our distribution platforms.”
Paddison continues to report to domestic marketing prexy Russell Schwartz.
In his 12 years at the studio, he has overseen a number of major online marketing campaigns, most notably the “Lord of the Rings” trilogy. Exec is currently managing Internet enthusiasm for New Line’s upcoming “Snakes on a Plane.”