Palen has played key roles in the promotion and expansion of the company’s lucrative Hunger Games franchise, which has brought in $2.3 billion in worldwide box office. With the final film, “Mockingjay – Part 2,” launching in November, the new long-term agreement locks in a well-respected marketing executive for the studio.
Palen will continue to serve as the top film marketing executive, running worldwide theatrical marketing operations including marketing campaigns and strategy, media, creative advertising and digital media initiatives. He reports to CEO Jon Feltheimer in his capacity as chief brand officer and to Motion Picture Group Co-chairs Rob Friedman and Patrick Wachsberger in his capacity as president of worldwide marketing.
Liosngate’s Hunger Games Exhibition nationwide tour will launch in Times Square next month, its Hunger Games StageAround live theatrical experience opens in England next summer and The Hunger Games branded attractions at the Motiongate theme park in Dubai launch in the fall.
“Tim has played a lead role in building the Lionsgate corporate brand since the early days of the studio, and his promotion to chief branding officer reflects our continued evolution into a global content leader with an expanding portfolio of brands, franchises and other signature properties,” said Feltheimer. “His new position reflects his ability to extend his ground-breaking marketing campaigns into unique opportunities for brands and individual properties as well as the company as a whole.”
Lionsgate credited Palen with marketing campaigns have also helped drive recent box office successes including “The Age of Adaline” and “John Wick.” Future branding initiatives include the next Divergent series films following $550 million at the global box office for the first two films, “Now You See Me 2,” Saban’s live-action Power Rangers, Alex Proyas’s adventure film “Gods of Egypt” and Francis Lawrence’s “The Odyssey.”
Palen joined Lionsgate in 2002 and has overseen the seven-film “Saw” franchise and the Tyler Perry film brand, which has spanned 17 films with grosses of more than $700 million at the domestic box office. He also handled marketing campaigns for Oscar winners such as “Crash,” which won the 2006 best picture Academy Award; “Monster’s Ball” with Halle Berry winning the best actress Oscar in 2002; and “Precious,” which won three Academy Awards in 2009.