Amy Powell, president, Insurge Pictures and Paramount Digital Entertainment, exec VP Paramount Pictures Interactive Marketing

Women's Impact Report 2012: Executives

Powell initially made a name for herself with the digital marketing campaign for “Paranormal Activity,” propelling it into a billion-dollar franchise, with the next expected blockbuster, “Paranormal Activity 4,” bowing Oct. 19. She expanded the multimedia strategy to other studio properties such as “Super 8” and the “Transformers” and “Mission: Impossible” franchises. She’s forged into original digital content, apps and Facebook games to engage audiences and create unique experiences for them. At Insurge, she oversaw the release of the Justin Bieber and Katy Perry pics.

What we should know: “I think there’s a misconception that the studios are old-fashioned in how they operate their business and that they believe there’s only one way to develop and market a successful film. My bosses at Paramount have always encouraged me to try new things and take chances.”

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Words of wisdom: “Get as many internships as possible to understand how the business works. Once you understand the industry, don’t be afraid to take risks. I really believe in taking a swing when you’re up at bat. You’re not always going to hit a home run, or even get on base, but at least you swung for the fences.”

Smartphone on vacation? “Yes, but I tell my husband it’s for taking pictures.”

Life-work balance: “When I’m home, the only thing I’m using my computer for is watching ‘Thomas the Tank Engine’ videos with my 3-year-old son.”

Charitable passions: “I work with my team at Paramount to volunteer at the UCLA Mattel Children’s Hospital on a regular basis. I also work with the Pajama Program that provides new pajamas for children in need. I am a strong supporter of the organization Determined to Succeed, which identifies motivated, low-income middle school students who are at risk of getting lost in the system.”