Screen Gems Ups Loren Schwartz to Head Marketing

Veteran Sony creative advertising official will fill post vacated by Jim Fredrick

Screen Gems has filled its top marketing post with veteran creative advertising executive Loren Schwartz, the Sony arm announced Tuesday.

Schwartz replaces Jim Fredrick, whose contract was not renewed.

Schwartz, who has worked for Sony for the last 14 years, will now oversee the creation of trailers, posters, television ads and other marketing materials that support the theatrical release of Screen Gems films.

“From ‘Superbad’ and ‘Grown Ups’ to ‘Paul Blart Mall Cop’ and ‘Pineapple Express,’ Loren has consistently developed innovative and successful marketing campaigns,” said Jeff Blake, chairman of marketing and distribution for Sony Pictures. “He is well known and respected for his work developing award-winning material on the kinds of motion pictures Screen Gems does best.”

Before joining Sony Pictures Entertainment in 1996, Schwartz was manager of creative advertising at Fox Searchlight for two years. He began his career at Trimark Pictures.