IFC Entertainment has tapped veteran cable exec Lisa Schwartz to create a division that will oversee the film company’s move into theatrical and television day-and-date releases, as well as the distribution of content on emerging technologies.
Schwartz, who comes from sister company Rainbow Media, will report directly to IFCE president Jonathan Sehring.
Earlier this year, IFCE — comprising IFC Films, IFC Prods., InDigEnt and the IFC Center in Gotham — announced the launch of IFC in Theaters, whereby a slate of firstrun indie films will bow on video-on-demand the same day they unspool in theaters.
The VOD service currently is available through Comcast and Cablevision systems.
As senior VP of national accounts and advance services for Rainbow, Schwartz played a key role in introducing VOD.
She managed Comcast’s corporate account for all Rainbow nets, including AMC, WE and IFC. She also handled contract negotiations for Rainbow’s VOD services.
Schwartz will serve as senior strategist for traditional platforms, as well as moving content onto emerging platforms, including portable devices. She’ll be the point person on all day-to-day activities across IFCE businesses.