July 11, 2018
Sony Pictures Entertainment is implementing staff cuts in marketing and distribution of its movies as it attempts streamline internal operations to better reflect changes in theatrical and consumer consumption of entertainment.
In a July 11 staff email, first reported by Variety, Josh Greenstein, president of worldwide marketing and distribution, said that the unnamed cuts (reportedly up to 25 employees) affected research and strategy, publicity, media, operations, consumer and distribution.
“The reorganization will help our department better reflect the realities of how movies are released today, and build the connective tissue needed internally and externally to be effective and efficient,” Greenstein wrote.
Specifically, SPE is combining trailer finishing, TV finishing, print advertising, legal clearances and ratings, and exhibitor relations under client services in its newly established “global digital centers” (GDC) marketing department, led by Ann-Elizabeth Crotty.
Global media planning GDC, led by Stefanie Napoli, will spearhead media and digital buying dollars, in addition to overseeing a newly planned “digital media performance buying team.”
Jamie Kramer leads a “business intelligence group” tasked with employing digital tools, data science, campaign and audience insights for movie campaigns.
Bryan Wessel directs an “audience and data-strategy group,” intended to act upon audience data.
“With these shifts and our emphasis towards digital, we are streamlining some of our more traditional marketing operations and consolidating various international and domestic groups into single global teams,” said Greenstein.
“These moves have resulted in the elimination of positions in our research and strategy, publicity, media, operations, consumer, and distribution groups. While many of these changes and decisions have been difficult, I’m confident that these steps will help us achieve our goals to become a stronger and more nimble organization.”