The long-standing executive has been named Chief Brand Officer and president of worldwide marketing.
Palen will continue to serve as the executive in charge of worldwide theatrical marketing operations across the Lionsgate, Summit Entertainment and other labels.
He oversees all theatrical marketing campaigns and strategy, media, creative advertising and digital media initiatives.
As Chief Brand Officer he is a member of the company’s senior decision-making team and he will be responsible for developing, extending and marketing individual brands, franchises and corporate branding initiatives.
Palen is responsible for spearheading Lionsgate’s location-based entertainment team that in the past year has announced: The Hunger Games Exhibition nationwide tour that will launch in Times Square next month, the Hunger Games StageAround live theatrical experience debuting in England in summer 2016 and The Hunger Games branded attractions at the Motiongate theme park opening in Dubai next fall, which will also include a Step Up live stage event.
“Tim has played a lead role in building the Lionsgate corporate brand since the early days of the studio and his promotion to Chief Brand Officer reflects our continued evolution into a global content leader with an expanding portfolio of brands, franchises and other signature properties,” said Lionsgate CEO Jon Feltheimer.
“His new position reflects his ability to extend his ground-breaking marketing campaigns into unique opportunities for brands and individual properties as well as the company as a whole.”
“Tim is truly best in class – one of the most creative and strategic marketing executives in the business,” said Lionsgate Motion Picture Group co-chairs Rob Friedman and Patrick Wachsberger. “It’s an exciting time for Lionsgate with incredible opportunities for growth, and we’re delighted to have Tim on board to help take us to the next level of success.”
Palen’s campaign credits include The Hunger Games and Saw and Tyler Perry franchises, Now You See Me, Crash, Monster’s Ball, Precious and the upcoming Gods Of Egypt.