EuropaCorp, the French film company founded by Luc Besson, has appointed industry veteran SteveRubin to head a newly created international marketing division.

The mini-major said it was opening the division in a bid to strengthen its offer to international distributors.

The company said in a statement: “In view of EuropaCorp’s increasing activity in international markets, the Group will closely accompany its international distributors as they prepare to launch the company’s films in their markets by designing marketing strategies and materials that can be adapted and deployed locally.”

Rubin, who was most recently director of international development at Talent Group, is a former managing director of Warner Brothers France and managing director of UGC-Fox Distribution.

The launch of the division follows the international success of Taken, which did not fare as well in France. It will be dedicated to servicing international distributors and is part of the studio’s strategy to develop its business globally.