October 27, 2022
J.P. Richards and Keri Moore will join Lionsgate to lead the studio’s worldwide theatrical marketing division, the company announced Oct. 27.
They will both begin their new jobs Nov. 1.
Richards, who will serve as president of Lionsgate Worldwide Theatrical Marketing, most recently was head of film marketing at AppleTV+ heading up the marketing for this year’s Academy Award-winning Best Picture CODA. During his tenure at Apple Original Films, he was responsible for building the film marketing organization and releasing a broad slate of films, including Tom Hanks’s adventure Finch, Tom Holland’s Cherry, and the Mahershala Ali drama Swan Song.
Moore will partner with Richards as co-president of the division. She joins Lionsgate from STXfilms, where she most recently served as president of marketing and was instrumental in crafting the campaigns for such films as Hustlers, The Upside, The Gentlemen, and the “Bad Moms” franchise, among other titles.
The two will work directly with Adam Fogelson, vice chair of the Lionsgate Motion Picture Group, to oversee marketing and strategy on an upcoming slate that includes John Wick: Chapter 4, starring Keanu Reeves; The Hunger Games: The Ballad of Songbirds and Snakes, the prequel to the studio’s blockbuster franchise; Now You See Me 3, to be directed by Ruben Fleischer; Expendables 4; the reimagining of the classic Dirty Dancing, starring and executive produced by Jennifer Grey; Ballerina, which expands the “John Wick” universe with a female-led action thriller starring Knives Out’s Ana de Armas; a continuation of the billion dollar “Saw” franchise starring Tobin Bell; Are You There God? It’s Me, Margaret, based on the Judy Blume classic, adapted and directed by Kelly Fremon Craig and produced by James L. Brooks; Plane, the action-thriller starring Gerard Butler; White Bird: A Wonder Story, which builds on the themes of the 2017 film Wonder, from director Marc Forster; Borderlands, an adaptation of the video game starring Cate Blanchett, Kevin Hart, Jamie Lee Curtis and Jack Black, and directed by Eli Roth; About My Father, starring standup Sebastian Maniscalco opposite Robert De Niro; Shadow Force, starring Kerry Washington and Omar Sy; the Graham King-produced Michael Jackson event film; the untitled Adele Lim comedy from the producers of Neighbors and the co-screenwriter of Crazy Rich Asians; Jesus Revolution, starring Joel Courtney and Kelsey Grammer; and Tim Story’s horror comedy The Blackening, which recently played at the Toronto International Film Festival.
“Having worked with both J.P. and Keri over many years, I know how exceptionally talented and skilled they are as marketers,” said Fogelson in a statement. “I also admire and respect them as kind and compassionate people. Each has led careers defined by embracing and finding new, resourceful, entrepreneurial, and innovative ways to reach audiences and they will be exceptional leaders for our team.”
Prior to joining AppleTV+, Richards served as the co-president of Warner Bros. Pictures and New Line Cinema’s worldwide marketing organization. His marketing leadership was instrumental in the success of films including Joker, Aquaman, A Star Is Born, It Chapters 1 and 2, Dunkirk, Crazy Rich Asians, “The Conjuring” series, the “LEGO” movies, Mad Max: Fury Road and American Sniper. Richards joined Warner Bros. in 2015, rising from EVP of worldwide digital marketing, to EVP of worldwide marketing and chief data strategist. He was elevated to the co-president post in 2019.
Before joining Warner Bros, Richards spent 12 years at Universal Pictures, holding the title of SVP of digital marketing at the time of his departure. During his time at Universal, he oversaw digital campaigns for the “Bourne” series, “Fast” series, “Despicable Me” series, Pitch Perfect, Neighbors and Bridesmaids, among other films.
Moore has held senior leadership positions for two decades, most recently at STX Entertainment. At STX, Moore built the creative department infrastructure and later redeveloped its marketing division as the studio pivoted into multi-platform releases. In her roles, she strategized and designed creative marketing campaigns for all of the company’s films, including Golden Globe-nominated The Edge of Seventeen, Academy Award-nominated Molly’s Game, Gerard Butler and 50 Cent’s action-thriller Den of Thieves, Guy Ritchie’s The Gentlemen, Greenland, and Golden Globe-winner The Mauritanian. In addition to her oversight of the studio’s film marketing efforts, she handled marketing initiatives for STX Corporate and STXtelevision.
During Moore’s 10 years at Universal Pictures, she spearheaded the breakthrough campaigns for the first three blockbusters in the”Bourne” franchise, The Bourne Identity, The Bourne Supremacy, and The Bourne Ultimatum; the Academy Award-nominated Seabiscuit; White Noise; Mamma Mia! The Movie; The Incredible Hulk and many other titles. Following her tenure at Universal, she joined Warner Bros. Pictures as a senior creative and oversaw campaigns including Guy Ritchie’s Sherlock Holmes and Garry Marshall’s ensemble romance Valentine’s Day.