Lionsgate has upped Erika Schimik to senior VP of media and research for its film division.
Schimik, who previously served as VP of theatrical marketing, oversees media planning, market research, tracking and testing of media materials.
She played a key role in the indie studio’s success at targeting niche auds and calibrating strategic media campaigns for films including “Hostel,” “Diary of a Mad Black Woman,” “Open Water” and the “Saw” horror franchise.
Co-prexies of theatrical marketing Tim Palen and Sarah Greenberg said Schimik was instrumental in the marketing campaign for “Crash,” the studio’s first Academy Award winner for best pic.
She joined Lionsgate with the company’s acquisition of Trimark Pictures in 2000.