In the latest indication of a desire to promote its non-Oscar endeavors, the film academy has hired Jasmine Madatian to fill its newly created position of managing communications director, effective July 30.

Madatian, a longtime studio publicity exec, will oversee the Academy of Motion Picture Arts and Sciences’publicity and corporate communications campaigns, including both the Oscars and year-round initiatives, from film preservation and screenings to programs for would-be filmmakers.

“Everyone associates the Academy with the broadcast,” Madatian told Variety, “but I think the other exciting things going on there are also deserving of attention.”

Madatian previously served as publicity, promotions and field marketing veep at Disney; she also spent eight years as senior publicity and promotions veep at Paramount Pictures. Most recently, she has been at work on the campaign for FilmDistrict’s “Safety Not Guaranteed.”

“Jasmine is a smart, innovative and highly regarded communications strategist with strong relationships throughout the film and media industry,” said AMPAS chief marketing officer Christina Kounelias, to whom Madatian will report. “Her understanding of our mission and enthusiasm for the Academy is what really sets her apart and makes her such a great fit for this position.”

Madatian didn’t think that moving from the studio world to the Academy would constitute a significant adjustment.

“I feel like I’m going to be working with all the same people and all the same press and filmmakers,” she said.

“It’s just a very exciting place to be as far as our industry goes — an opportunity to join some really talented people and have a wonderful adventure there.”