In a strategic shift, YouTube veteran Fede Goldenberg has been named head of Screen Gems as the company expands its genre focus to include theatrical projects from the next generation of digital-native storytellers.
Ashley Brucks, who has served as president of the label since 2023, will transition to a producing role.
The move, which follows summer hits Obsession and Backrooms from YouTube creators Curry Barker and Kane Parsons, will see Goldenberg report to Sanford Panitch, president of Sony Pictures’ Motion Picture Group, and leverage his relations with content creators to broaden the pipeline of filmmaker talent.
Goldenberg brings more than 20 years of entertainment experience including 15 years at YouTube, where since 2017 he served as head of TV & film content partnerships, driving major creator initiatives such as Markiplier’s exclusive digital release of the theatrical hit Iron Lung on YouTube.
Earlier in his YouTube career he managed partnerships with leading MCNs (multi-channel networks) uch as Maker Studios and Fullscreen, negotiated original content deals, incentive structures, and studio collaborations. Prior to YouTube, Goldenberg held leadership positions at Globosat, Terra Networks Brasil and FremantleMedia Latin America, where he led content acquisition and distribution initiatives across Latin America.
“Some of the most exciting new filmmakers and ideas are emerging from creators outside of traditional Hollywood development pipelines,” said Panitch, adding: “Fede has spent his career at the intersection of online creators and entertainment, and he is uniquely suited to build those relationships and help translate great storytelling from digital platforms to the big screen. We’re also thrilled that Ashley will continue her relationship with the studio as a producer on several films, bringing her expertise and distinctive genre taste to all the labels.”
“Expanding Screen Gems’ creative vision to include digital-native creators is the right move at the right moment, and I’m excited to join the incredible team at Sony to help lead that effort,” said Goldenberg.
Screen Gems most recently released Insidious: Out Of The Further, which has grossed more than $170m globally.
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