In a surprising move and notable shift in strategy, Sony Pictures has hired YouTube veteran Fede Goldenberg to run Screen Gems, its division specializing in genre films such as resident Evil And Underworld and comedies like Easy A.
As part of the new creative strategy, the film label will expand its long-standing focus on traditional genre films to include theatrical projects from the next generation of so-called “digital native storytellers,” that is, filmmakers who are making names for themselves — and gaining a following — in the digital content space a la Curry Barker and Kane Parsons.
Ashley Brucks, who has led the label as president since 2023, will transition to a producer role.
Reporting to Sony Pictures Motion Picture Group Chairman Sanford Panitch, Goldenberg, according to the studio, will leverage his deep relationships with content creators to expand the studio’s portfolio of talented filmmakers and develop creator-owned cinema films that have cultivated a devoted audience through original stories and immersive worlds online.
Digital filmmakers taking the Hollywood box office by storm was one of the biggest entertainment stories of the year. The over-the-top performance of films such as Obsession And Behind the scenes has generated strong interest from studios for a generation of filmmakers who have not followed the traditional last route, but have instead risen up by creating short-form content on digital platforms.
Goldenberg’s hiring marks the first time a studio division has pivoted to this new talent pool.
“Some of the most exciting new filmmakers and ideas are emerging from creators outside of Hollywood’s traditional development pipelines,” Panitch said in a statement to The Hollywood Reporter. “Screen Gems has long been a home for distinctive genre storytelling, and we see huge potential in expanding that vision to include a new generation of digitally native creators with theatrical ambitions.”
The studio builds on an already established relationship with audiences that these young filmmakers bring with them. Why spend so much money convincing an audience to trust what a studio is selling when a digital filmmaker has already established that trust with their millions of followers? And these filmmakers are experts at creating intellectual property.
Regarding Goldenberg, Panitch added: “Fede has spent his career at the intersection of creators and online entertainment, and he is uniquely positioned to build those relationships and help translate big stories from digital platforms to the big screen. »
Goldenberg, whose title at Google-owned YouTube was responsible for film and television partnerships, is credited with helping elevate the careers of Barker, Parsons and Markiplier to the coveted filmmakers they have become this year. “It’s no exaggeration to call these guys the New Hollywood,” the executive said in a statement. THR profile earlier this year.
“After 15 years on YouTube, the world’s largest digital platform, I know first-hand that the next generation of great filmmakers are already building audiences on the platform. Expanding Screen Gems’ creative vision to include digitally native creators is the right decision at the right time, and I’m excited to join the incredible team at Sony to help lead this effort,” said Goldenberg.
Born in Brazil, Goldenberg brings more than 20 years of experience in entertainment, technology and digital media, including 15 years at YouTube, where he held a series of senior content partnership roles. He has been responsible for TV and cinema content partnerships since 2017, working closely with major studios to expand their global presence on the platform. He has also led significant creator initiatives, including Markiplier’s exclusive digital release of the theatrical hit Iron lung on YouTube. And he was one of the executives responsible for the platform’s acquisition of Oscar broadcast rights through an agreement with AMPAS.
Goldenberg’s early tenure at YouTube included managing partnerships with channels such as Maker Studios and Fullscreen. Prior to that, he held positions at Globosat, Terra Networks Brasil and FremantleMedia Latin America.
Brucks is a former Paramount executive with extensive genre experience, known for bringing the original Paranormal activitythe found-footage horror film that spawned a nearly billion-dollar franchise, and overseeing the A quiet place And Shout franchise.
During its three-year tenure, Screen Gems released the lucrative horror film Tarot and a box office success, Insidious: Out of the farthest. The scope of his new production deal is unclear.
“Ashley will continue her relationship with the studio as a producer on several films, bringing her expertise and distinctive genre taste to all labels,” Panitch said.
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