Warner Bros. taps Sony's Loren Schwartz as EVP genre marketing

MUMBAI: Veteran marketing executive Loren Schwartz has been named Warner Bros. Pictures’ new executive vice president, genre marketing and creative advertising.

In his new post, Schwartz will report directly to Warner Bros. Pictures executive vice president of marketing Blair Rich, in addition to Warner Bros. Pictures president of worldwide marketing and international distribution Sue Kroll.

Kroll said, “Loren is among the industry’s most respected and knowledgeable executives, who has broken new ground in all facets of genre marketing.  His expertise will be integral to our outreach on a range of niche projects, encompassing everything from horror to urban to faith-based.”

Rich added, “We look forward to working with Loren in our global efforts to market our genre films—an important part of our extensive and diverse slate—and to capture the attention of an ever-changing and ever-widening audience.”

Schwartz, who has more than two decades of success in film entertainment marketing, comes to Warner Bros. from Sony, where he most recently had the title of executive vice president of marketing for their Screen Gems division.  During his tenure, he created campaigns for films like Sam Raimi’s Evil DeadResident Evil,Heaven is for Real, Think Like a Man and The Vow.

He had previously served as senior vice president of creative advertising at Columbia Pictures, where he worked on more than 60 films, including Superbad, Pineapple Express, Cloudy with a Chance of Meatballs, Anger Management and 50 First Dates, to name only a few.

Schwartz started his career in 1993 at Trimark Pictures, working on both theatrical and home video titles, the most notable being the cautionary tale Swimming with Sharks.  In 1996, he joined Fox’s indie label, Searchlight Pictures, as manager of advertising and was involved in the campaigns for such successes as Stealing Beauty and The Full Monty.

The following year, he moved over to Sony Pictures, starting as manager of creative advertising and rapidly moving up the ranks to his most recent post.

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