Caines will report to Columbia Pictures Worldwide Marketing Group co-presidents by Valerie Van Galder and Marc Weinstock and will continue to oversee the studio's global theatrical digital campaigns. His expanded brief will see him provide managerial support to Imageworks Interactive, Sony's full-service agency that specialises in the management and extension of entertainment brands in the digital space.
Caines will also continue to oversee the digital campaigns for Sony Pictures Releasing's The Hot Ticket, the studio's limited engagement special programming unit launched earlier this year. He is currently working on the campaign for Rent: Filmed Live on Broadway set to open in theatres on September 24.
Caines will create brand integration opportunities across theatrical campaigns for Crackle, Sony's online video venture, and will establish and chair a digital marketing steering committee that will include representatives from all studio divisions.
As the strategic planner and lead creative executive for the studio in the digital marketing arena, Caines has worked on such films as the Spider-Man franchise, Hancock, The Da Vinci Code, Casino Royale, The Pursuit Of Happyness and Superbad.
Caines joined Sony Pictures in February 1997 as director of market research rose to become vice president within three years. He set up the digital marketing strategy department in February 2000.