Exec to run marketing for home entertainment
Lionsgate has elevated Michael Rathauser to senior VP of marketing for home entertainment.
He will continue to oversee marketing of Lionsgate Family Entertainment as well as the StudioCanal library, reporting to Anne Parducci, exec VP of marketing for the homevid arm.
During his nine years at the company, Rathauser has helped develop partnerships with brands such as Marvel, Scholastic, American Greetings, Mattel and MGA Entertainment. Exec also spearheaded the home entertainment launch of the “Speed Racer: The Next Generation” franchise, which marked Lionsgate’s first-ever self-produced animated TV skein.
Under his watch, Lionsgate has created a number of umbrella labels for StudioCanal pics to give them a sales boost. These include the Director’s Series and Celebrity Series.
Rathauser joined the company as a brand manager at Artisan Entertainment, which was subsequently acquired by Lionsgate.