Jessica Schell has joined Warner Bros. Home Entertainment as its executive VP and general manager, film.

A longtime executive at Universal Pictures, Schell offers extensive digital experience at a time that studios are overhauling their approach to home entertainment. The collapse of the DVD market has made the sale of digital copies of films an increasingly important part of the home entertainment pie, and Warner Bros., like other major studios, has tried to bolster these revenues by offering films for download weeks before they hit store shelves.

As part of a larger reorganization, Warner Bros. has combined its theatrical new release and catalog operating units. Schell will oversee both and will try to use her marketing experience to encourage consumers to collect digital copies of films just as they once built libraries of discs. She has already begun work at Warner Bros, although a formal announcement of her hire has not been made.

Schell will report to Jim Wuthrich, president of the Americas at Warner Bros Home Entertainment.

She was most recently executive VP of new media and digital entertainment at Universal. Schell joined the company in 2010 as executive VP, business development and strategic planning.

Prior to working at Universal, Schell was an executive in digital media strategy and business development at NBCUniversal. She also worked at the investment firm Allen & Company in corporate finance, mergers and acquisitions and investing, and was a senior analyst, corporate strategic planning at the Walt Disney Company.