Veteran marketing executive Russell Schwartz has joined Relativity Media as president of theatrical marketing.

The studio has also appointed Dana Precious to the newly created position of president of creative advertising.

Schwartz will report to both Relativity president Tucker Tooley and CEO Ryan Kavanaugh.

As president of theatrical marketing at New Line, Schwartz orchestrated campaigns for The Lord Of The Rings trilogy, Rush Hour 2 and 3 and Elf, among others.

Prior to that he was president of USA Films. He most recently consulted at Relativity and ran Pandemic Marketing.

Precious will report to Tooley and previously served as evp of worldwide theatrical marketing at Marvel, overseeing campaigns for Thor and Captain America. Before that she was evp of theatrical marketing at Fox and evp of domestic theatrical marketing at Sony.

She most recently held the post of evp of creative advertising and brand marketing at The Cimarron Group, which closed down last week [13].

The new hires will jointly create and manage all aspects of Relativity’s marketing campaigns for a slate that includes Luc Besson’s The Family, Joseph Gordon-Levitt’s Don Jon, Jimmy Hayward’s Free Birds and Scott Cooper’s Out Of The Furnace.

They replace Terry Curtin, who departs in the wake of last weekend’s flop Paranoia [pictured], which debuted at number 13 on $3.5m from 2,459 theatres.