Laney will oversee all aspects of marketing and audience intelligence for Supergravity’s productions, and the Antigravity group also will provide services to third-party productions. Antigravity is already providing marketing services for multiple films, including the recently announced comedy “Where’s the Money,” featuring Vine superstar King Bach, from Boies/Schiller Film Group.
Last month, Supergravity launched talent-management division Red Sun Entertainment, with Evan Weiss, Studio71’s executive VP of strategic alliances and head of talent.
Supergravity was formed in late 2014 by digital entertainment execs Marc Hustvedt and Max Benator. Investors include Van Toffler’s Gunpowder & Sky, which is backed by Otter Media, the digital-video joint venture of Chernin Group and AT&T. Projects to date include horror movie “The Chosen” starring Kian Lawley, a stand-up special with comedian and Internet personality Elliott Morgan and a distribution deal for Australian documentary “Gayby Baby.”
“I’ve been friends with Max and Marc ever since I entered into digital media as an assistant at The Collective,” Laney said. “I deeply admire their vision for this studio and I’m honored to be leading this new division with an eye toward the direct-to-consumer experience.”
Laney, as CMO of AwesomenessTV, oversaw the launch of joint ventures with Hearst’s Seventeen Magazine and Russell Simmons’ All Def Digital. She left AwesomenessTV in 2014. Most recently, she was CMO of mytable, a marketplace and food-delivery service in L.A., and before that was CEO of photo-sharing app startup Blurr.
“We’ve both known Margaret for many years and she’s been the prototype for the executive we envisioned overseeing Antigravity,” Benator and Hustvedt said in a prepared statement. “The opportunity to work with her as a senior member of the team is pure kismet.”