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Marcie Malooly has been upped to veep of Industrial Light & Magic’s Commercial Prods. banner.

The appointment comes just after the division experienced one of its best years, posting a 10% surge in revenues and representing 25% of f/x parent Lucas Digital Ltd.’s total earnings.

Malooly has been executive producer-division manager of Commercial Prods. since 1998, overseeing live-action commercial and f/x projects for the advertising, film and music industries out of its San Rafael and Los Angeles offices. It competes with other commercial and f/x houses, including Propaganda Films and Digital Domain.

“Marcie did a great job of stabilizing ILMCP during a tough market, and then expanding ILMCP’s business base over the last year,” said Jim Morris, prexy of Lucas Digital Ltd. “Her direct, honest style and leadership skills have made her a valued member of our senior management team at ILM.”

Malooly has done stints at DreamQuest Images (“Mighty Joe Young”) and Mendoza Prods, where she was executive producer and founding partner.

She joined ILMCP in 1995 as head of production.

“I’m very happy to take the position,” Malooly said. “It’s been a big year for ILMCP and the credit goes to our directors, artists and production teams.”

Over the past year ILMCP has produced spots for First Union Bank, Toyota and Direct Web, in addition to the Pepsi and TriCon (Pizza Hut, Taco Bell and KFC) ads tied into “Star Wars: Episode I — The Phantom Menace.”

ILMCP recently also began offering services on a specialty basis to outside helmers, including Joe Pytka and David Denneen, and is creating spots for Dodge, Lexus, Gatorade, Pillsbury and Onsale.com.