×

Christopher Erb to Head Brand Marketing for Legendary Entertainment

Exec to focus on building Legendary's brand beyond fanboys

Legendary Entertainment has already generated a following with fanboys. Now it’s turning to former EA Sports executive Christopher Erb to attract everyone else.

As executive VP of brand marketing, Erb will focus on growing Legendary’s brand identity. Erb will work closely with the company’s current marketing and communications teams, and oversee all aspects of Legendary’s social media and consumer marketing campaigns as it sets out to promote new tentpole releases like “Godzilla,” “Mass Effect” and “Seventh Son,” among other films developed internally.

He will also work alongside Emily Castel and her Five33 marketing team whose agency Legendary acquired earlier in May.

Erb started in the position on May 23, and is based at Legendary’s Burbank headquarters. He reports to Jon Jashni, president and chief creative officer of Legendary Entertainment.

“Chris is a dynamic marketer and innovative brand builder,” Jashni said. “His experiences and vision will be instrumental in helping us deepen the existing relationship between our brand and consumers.”

Before joining Legendary, Erb spent eight years at Electronic Arts, and served as VP of brand marketing for EA Sports , where he is credited with helping overhaul the way the company marketed its sports games, including its “Madden” and “FIFA” franchises to consumers, especially non-gamers. That included embracing a theatrical method for promoting video game releases through promotional partnerships with such brands as Coca-Cola, Nike, Microsoft, McDonald’s, Procter & Gamble, Monster Products and Budweiser.

“Legendary has built an aspirational and iconic entertainment brand, and I am excited to join the team and help grow Legendary’s existing brand, as well as develop new brand extensions,” Erb said.

Erb has also worked as an exec at Wizards of the Coast, running the “Pokémon,” “Dungeons and Dragons,” “Star Wars” and NeoPets portfolios.

More Biz

  • Studio Babelsberg

    Terminated 'Matrix 4,' 'Uncharted' Film Crews Demand Help From Studio Babelsberg

    Germany’s Studio Babelsberg is seeking to find a settlement with hundreds of film crew members following the shutdown earlier this month of Warner Bros.’ “The Matrix 4” and Sony Pictures’ “Uncharted” amid the coronavirus outbreak. The production stop has left many independent film crew members without pay and more than 300 have formed a working [...]

  • 20190702_788LCDP_S4_tamaraarranz_DSC_9303.nef

    Spanish TV Industry Adjusts to Harsh Realities of the Coronavirus Crisis

    The Spanish TV industry has been shaken by the dramatic impact of the coronavirus crisis, but it is fighting back. Industry players have reacted fast, pushing forward with development, post-production and other business activities using online tools, and with the expectation of supporting funds from both public and private initiatives that will mitigate the effects [...]

  • Bob Chapek Bob Iger Disney

    Bob Iger to Give Up Salary, Other Senior Disney Executives to Take Pay Cuts

    Disney has joined the list of companies implementing sizable pay cuts for senior executives amid the upheaval caused by the coronavirus crisis. Bob Iger, who shifted from chairman-CEO to executive chairman last month, has opted to forgo his salary for the year. Bob Chapek, who succeeded Iger as CEO, has taken a 50% pay cut. [...]

  • Universal Music Group

    Universal Music Group Announces Coronavirus-Relief Initiatives

    Universal Music Group today announced several initiatives to bring relief to musicians, its employees and the music industry in the wake of the coronavirus pandemic that in a short time has devastated so much of the global economy. It also pledged to assist its artists in their charitable efforts The non-UMG effort comes in the [...]

  • Dubai Expo

    Expo Dubai, Scheduled for October, Set to Be Postponed

    The highly anticipated Expo Dubai is expected to be postponed by one year due to the coronavirus pandemic. A formal announcement about the world fair — which showcases the arts, business and technology — is expected shortly, following meetings between U.A.E. officials and representatives of 192 participating countries. On Monday, the event’s steering committee convened [...]

  • Tiger King

    Global Content Trends Reveal Unscripted Boom, Surge in Female-Led Dramas

    Against the backdrop of a global pandemic, during which millions of self-isolating individuals are tuning into home entertainment, the trends shaping global content have never been more evident. Recent findings by London-based media research firm Ampere Analysis, which delivered a presentation as part of virtual event MIPTV Plus, reveals an unscripted boom among streamers (best [...]

  • MIDEM 2020 Conference Cancelled, Reboots as

    MIDEM 2020 Conference Cancelled, Reboots as Digital Edition

    Reed MIDEM announces that Midem 2020, which was due to take place June 2-5 in Cannes, is cancelled due to concerns about the coronavirus. The next edition of Midem will take place June 1-4, 2021, in Cannes, the organization said. “The situation related to the coronavirus is changing daily, as are government announcements and restrictions. [...]

More From Our Brands

Access exclusive content