Gearing up for a move into distribution, Overture Films has tapped marketing exec Peter Adee as president of worldwide theatrical marketing, distribution and new media.
Overture Films CEO Chris McGurk and chief operating officer Danny Rosett announced the appointment Tuesday. Adee will oversee all marketing, advertising, promotions and publicity for Overture, which plans to start releasing films in the third quarter.
Adee told Daily Variety that he was attracted by Overture’s business strategy — focusing on an annual slate of as many as a dozen features, with pricetags of up to $30 million and targeted to specific auds — along with the opportunity to help build a company from the ground up while being able to tap into the resources of Starz and Liberty Media.
Adee’s planning to start hiring in distribution, publicity and marketing, with a staff sized somewhere between that of a studio and an independent. He’ll also explore finding a partner or partners for international marketing and distribution.
Both execs said Overture’s looking to employ both traditional media and Web-based campaigns as well as to find ways to reach audiences on digital and interactive platforms.
Overture’s first release is likely to be “Ferris Wheel,” a drama starring Charlize Theron and produced through her Denver and Delilah Films shingle along with partners J.J. Harris and Beth Kono. Acquisition was announced at Sundance.