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Rubenstein loops back to Fox

Exec initiated studio's first forays into online marketing

New-media marketing maven Ira Rubenstein is leaving Marvel Entertainment to rejoin Hollywood’s studio system as exec VP of digital marketing at 20th Century Fox.

Rubenstein will head up all digital activities for the studio’s domestic marketing group, reporting to Fox chief marketing officer Oren Aviv and chief creative officer Tony Sella.

Position formerly reported to Jeffrey Godsick, exec VP of domestic theatrical marketing and digital online.

Rubenstein starts Monday in the studio’s Los Angeles offices.

Appointment sees the exec come full circle, as he began his marketing career at Fox as manager of film research and new media. There he launched some of Hollywood’s first film websites, for “Die Hard With a Vengeance” and the “Mighty Morphin Power Rangers: The Movie,” and the first for Fox.

Rubenstein has spent the past three years commuting to Gotham as exec VP of Marvel’s global digital media group. He launched the company’s digital subscription service, which now offers more than 8,000 comics on devices like Apple’s iPad. He also launched digital video channels on Netflix, YouTube, iTunes, Hulu, Xbox Live and Sony’s PlayStation Network.

Before Marvel, Rubsentein served as exec VP, content strategy and acquisitions, at Sony after working as an exec VP of Sony Pictures Digital Entertainment, shepherding the studio’s websites, expansion into the mobile space and launch of online VOD service Movielink.

“Ira is a crucial player in the digital marketing sphere and his track record speaks for itself, so we feel both thrilled and lucky to have him come to Fox,” said Sella and Aviv in a statement. “He brings a unique set of skills and expertise.”