Jim Fredrick has been named executive VP of marketing at Screen Gems.
In his new post, Fredrick will oversee all aspects of the genre label’s marketing, including creative advertising and publicity.
He replaces Marc Weinstock, who segued earlier this year to co-president of worldwide marketing for Sony, and will report to Jeff Blake, chairman of Sony Pictures Worldwide Marketing and Distribution.
“Working on movies as diverse as the ‘Harry Potter’ franchise, ‘300’ and ‘Million Dollar Baby,’ Jim has developed some of the most creative, memorable and highly successful campaigns in the business,” Blake said. “We had the privilege of working together many years ago when he ran marketing for Castle Rock and I know firsthand what he brings to the table.”
Fredrick will jump into the campaigns for such 2009 Screen Gems titles as “Underworld: Rise of the Lycans,” the Beyonce Knowles starrer “Obsessed” and “Fired Up.”
Fredrick joins Screen Gems from Warner Bros., where he served as senior VP of creative advertising. There, he supervised the creation of more than 80 ad campaigns and oversaw the development of trailers, TV commercials and key art.
Before Warner Bros., Fredrick was president of marketing for Castle Rock Entertainment, where he supervised the campaigns of more than 50 films.
Helmer Rob Reiner, who has worked with Fredrick on 11 films, called Fredrick “one of the most creative marketing executives I have had the privilege to work with. He understands how to develop and execute a great campaign and the toughest thing for a marketing guy is to convey the most commercial component of a film without betraying the true essence of the film itself.”