New Line Cinema's new head of marketing is eyeing ways to trim costs, but said the movie company is committed to maintaining the ad agency structure now in place.
Russell Schwartz joins the AOL Time Warner subsidiary June 1 as president of domestic theatrical marketing. He replaces Joe Nimziki, who is leaving to write and direct features.
"It's a tremendous challenge," said Schwartz. "It's bigger movies, more pressure, more of everything."
Schwartz was most recently president of USA Films, and has held management positions at Gramercy Pictures and Miramax Films. During his career, he has launched campaigns for movies such as Traffic, Four Weddings and a Funeral, Fargo and Being John Malkovich.
At New Line, he reports to Rolf Mittweg, president and chief operating officer of worldwide distribution and marketing.
Schwartz said he will look to shave marketing costs. "I'm curious how the AOL side will feed and solve some of those problems," he said. "If the work is about creating awareness, how do you do it without the traditional network spot? Based on the different kinds of movies New Line makes, it allows us to try new things."
No changes are expected in New Line's marketing group of 50-60 staffers or with external agencies, Schwartz said.
The Los Angeles-based studio earlier this year moved its media account from Independent Media in New York to Carat, New York. New Line handles some creative in-house and parcels out projects to boutiques, allowing it to "marry the personality of the film to the personality of the vendor," Schwartz said.