IFC Entertainment has appointed Lisa Schwartz as senior vicepresident of sales and business development and charged her with the task ofdeveloping the company's IFC In Theatres day-and-date releasing model.

Reporting to IFC Entertainment president Jonathan Sehring,Schwartz will serve as the senior strategist for distribution platforms andbecomes the point person on IFC Entertainment's day-to-day activities.

She is also responsible for developing new revenue streams acrossall platforms of the company's operations including VOD and SVOD services, IFCIn Theaters, IFC Centre and the sale of IFC titles to pay television andbroadcast television syndication.

Schwartz arrives from IFC sister company Rainbow Media where sheserved as senior vice president of national accounts and advanced services.

'Lisa's unique experience couples a deep passion andunderstanding of emerging technologies and the overall sales and marketing oftraditional programming services,' Sehring said.

'As a company long committed to expanding the audience ofindependent film and providing independent film makers with a strong voice, webelieve the work Lisa will be leading is the next logical step to ensure thatIFCE continues to adapt to the many new distribution needs within themarketplace.'

IFCEntertainment is currently co-distributing Patrick Creadon's documentary Wordplay with The Weinstein Company and willexpand into more theatres this weekend.