Former top Sony Pictures publicist Steve Elzer is launching Elzer and Associates as a boutique PR firm offering strategic communications counsel.

Elzer, who left the Sony senior VP slot late last year, is aiming to help businesses build brands and support the media relations needs of corporations, production companies, senior-level executives, filmmakers and philanthropies working within the entertainment community.

Former Imageworks communications exec Rachel Falikoff will become a senior VP at the new company.

Elzer spent nearly 12 years at Sony and departed after the studio tapped crisis PR veteran Charles Sipkins as head of communications. He had previously served as top PR exec at New Line Cinema.

“During my 25-year career, I have been privileged to represent some of the best executive teams in the business,” he said. “Now it’s time to take all that experience and help a wider range of clients working in our industry.”

Launch clients include Newzcard, a startup aiming to redefine the way consumers use social media to share and comment on professional news photographs. Created by WireImage founding partners Steve Granitz and Justin Kahn, Newzcard will formally launch this summer with Elzer as chief communications officer and business development adviser.

Other clients include Court Five, the production banner operated by Jane Fleming and Mark Ordesky, best known for overseeing “The Lord of the Rings” trilogy; and Gordon Paddison’s Stradella Road, a  digital services and social-media agency.