Christine Birchbirchchristine_2017

President, Domestic Marketing at Sony Pictures Entertainment, Spiderman: Homecoming, Roman J. Israel Esq.

Christine Birch is one of the most versatile and respected marketing executives in the film industry. Combining her unique and wide-ranging set of skills–Marketing Strategy, Creative Advertising, and Market Research –Christine Birch has developed a well-deserved reputation for creating compelling strategic marketing narratives, and producing campaigns that grab attention and drive performance.

Christine recently rejoined Sony Pictures Entertainment, as President of Domestic Marketing for Columbia Pictures. In that capacity, she has overseen the marketing campaigns for all Columbia Pictures releases, including Sausage Party, The Magnificent Seven, The Emoji Movie, The Dark Tower and the blockbuster Spiderman: Homecoming.

Prior to Sony, Christine was President of Marketing for Focus Features, responsible for all aspects of the studio’s marketing, including box-office hits Insidious: Chapter 3 and London Has Fallen, as well as Academy Award-winners, The Theory of Everything and The Danish Girl.

Previously, Christine had been President of Marketing at FilmDistrict, an independent marketing and distribution company, founded by industry veteran, Peter Schlessel. At FilmDistrict, Birch championed the company’s aggressive push into the digital space, resulting in two surprise blockbusters, Insidious: Chapter 2 and Olympus Has Fallen.

Christine also worked at DreamWorks Studios, where alongside partners Steven Spielberg and Stacy Snider, she shepherded the campaigns for a diverse slate of films –including the launch of the global powerhouse franchise, Transformers, the trailblazing comedy Tropic Thunder, and the Academy Award winner, The Help.

Prior to DreamWorks, Christine worked at Sony Pictures for twelve years in various senior marketing roles. As Executive Vice President of Creative Advertising, she honed her talent for melding strategic thinking with creative execution. In that role, she was responsible for all aspects of creative on such films as Talladega Nights: The Ballad Of Ricky Bobby, Marie Antoinette, and The Holiday. Christine garnered special industry recognition for the campaigns for the unexpected horror hit, The Grudge, the sleeper hit Identity, Will Smith’s under-rated romantic comedy, Hitch and the Oscar nominated Something’s Gotta Give.

Before being promoted to EVP, Christine was Sony’s Senior Vice President of Marketing, and was responsible for Creative Advertising, Media, Publicity, Promotions, Research and Digital Media. She oversaw and implemented the worldwide marketing strategy for all film releases, cross-promotional initiatives, talent relationships, and financial planning. Christine also solidified her reputation
within corporate management when she was selected to lead Sony’s Worldwide Re-Engineering Project, the corporate restructuring of Sony’s worldwide marketing operation, which successfully transitioned the company into the emerging global entertainment market. Birch led a team of business consultants and internal company executives through a comprehensive review of the structure, process and culture of the organization, and oversaw implementation of the recommended re-structuring.

Christine’s first job at Sony was Senior Vice President of Market Research. She began her film career in market research with several studios, including TriStar Pictures and MGM/UA.A native of Jamaica, West Indies, Christine is a graduate of Dartmouth College.

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Promote/Entertain/Engage: Reaching Your Audience in Today’s Entertainment Landscape

Smart producers know that marketing and advertising are integral to the success or failure of any project. Producers owe it to themselves and their partners to stay up-to-speed on the latest and most efficient social media marketing strategies, trends and tactics, especially since traditional marketing avenues of TV/radio spots and billboards aren’t nearly as effective as they once were. Madison Avenue remains ground zero for marketing innovation, so come hear how some of New York’s brightest minds working in advertising, marketing and distribution think we can help our messaging break through.