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Relativity ups Keen, Cadden

Execs oversee publicity, communications and marketing

Relativity Media has upped Adam Keen to exec VP of worldwide publicity and corporate communications, while Rachel Cadden has been promoted to exec VP of marketing.

In his new role, Keen will continue to oversee worldwide theatrical publicity campaigns and corporate communications on behalf of the studio, reporting to theatrical marketing prexy Terry Curtin on film campaigns and Relativity CEO Ryan Kavanaugh on corporate matters.

Keen’s publicity and communications oversight spans across all of Relativity’s divisions including Relativity Media, RelativityREAL, Relativity Music Group, Rogue Life and Rogue Sports.

Keen previously served as senior VP of worldwide publicity at Overture Films, where he shepherded campaigns for “The Visitor” and “Sunshine Cleaning.” Prior to that, he held exec positions at MGM, United Artists and ID P.R., in addition to working in special projects at DreamWorks.

Cadden will report directly to Curtin in her new position, which finds her continuing to oversee research, promotions and online marketing for all of Relativity’s theatrical releases. Cadden will also maintain oversight of marketing strategies for Relativity’s foreign output partners and home entertainment releases.

Cadden joined Relativity when the studio acquired Overture’s marketing and distribution assets in 2010. As senior VP of marketing at Overture, Cadden worked on such as films as “Law Abiding Citizen” and “The Men Who Stare at Goats.” Prior to Overture, she held similar positions at Sony Mobile Entertainment, Destination Films and DreamWorks.

“It is rare to walk into a company and inherit the perfect team,” said Curtin. “I owe Peter Adee a huge debt of gratitude for hiring and grooming Adam and Rachel; they are two very talented and innovative executives with whom I have established an instant rapport. I am truly thrilled and honored to be working with both of them.”

Keen most recently led the publicity campaign for Relativity’s box office hit “Limitless.” He is currently working on Tarsem Singh’s “Immortals” and his upcoming Snow White feature, as well as “Shark Night 3D,” which will have a presence at Comic-Con later this summer.

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