Marketing has been a key selling point of STX Entertainment.
The newly launched studio plans to break through the clutter and shoulder out more established players by selling its pictures in a more innovative fashion. To that end, it has announced a lineup of marketing executives. The quartet includes marketing and strategic communications veteran Terry Curtin, creative advertising and branding executive Keri Moore, media and marketing executive Amy Elkins, and global digital marketing executive Andrew Runyon. They will report to theatrical marketing president Jack Pan.
Marketing is clearly key for STX founder Robert Simonds. He has tapped Oren Aviv, a former marketing exec at Disney and Fox, as president and chief content officer, as well as Adam Fogelson, the former Universal Pictures chief who rose through the marketing ranks, to oversee the film slate.
STX Entertainment is focused on mid-budget movies, the kind of pictures that major studios have opted out of in favor of costly comicbook movies and sequels. It plans to release between 12 and 15 major motion pictures a year beginning in 2016. Upcoming STX Entertainment releases include the psychological thriller “The Gift” with Jason Bateman and Joel Edgerton; “The Secret in Their Eyes,” a remake of the Oscar-winning Argentinian film of the same name to star Julia Roberts; and “The Free State of Jones,” an action-drama starring Matthew McConaughey.
Curtin is leading the company’s strategic marketing and global communications. She boasts a long resume, having worked at Universal Pictures, 20th Century Fox, Disney, Revolution Studios, Relativity Media and MGM/UA. She also ran two creative advertising agencies, specializing in strategic marketing, branding and feature film campaigns, and has worked on such films as “The Rock,” “American Gangster,” “A Beautiful Mind” and “Mulan.”
Moore joins STX Entertainment overseeing creative advertising and brand development for the studio. She has previously held senior creative positions at Warner Bros. and Universal Pictures and has worked at agencies such as Aspect Ratio and Open Road. She has helped market such films as “Sherlock Holmes,” “Seabiscuit” and “Role Models.”
Elkins will head up marketing and media innovation. Most recently she served as managing partner of Mindshare, a global media planning and buying agency, where she led the digital business for Lionsgate, overseeing campaigns for “The Hunger Games: Catching Fire” and “Divergent.” She also ran digital media planning and buying at MEC on behalf of Paramount Pictures and DreamWorks Animation and spent more than a decade as senior vice president of theatrical marketing at MGM/UA.
Runyon is charged with worldwide marketing and technology at STX, having most recently served as vice president of international digital marketing at Paramount Pictures. He previously worked at the Walt Disney Studios as director of interactive marketing. He has worked on campaigns for “Transformers 4: Age of Extinction,” “Anchorman 2: The Legend Continues” and “Toy Story.”