Former Metrodome GM assumes marketing role at Picturehouse.

Sara Frain is joining UK cinema circuit and fledgling distributor Picturehouse as Director of Film Marketing.

Frain’s primary role will be to market the films acquired by Picturehouse’s new distribution arm, Picturehouse Entertainment. She will also head up the City Screen marketing department.

Commenting on her new role Frain told Screen: “Establishing a distribution side to the business is a natural progression for the growth of the company and I am looking forward to working alongside Lyn [Goleby], Clare [Binns] and the dynamic marketing team in building a unique and quality driven distribution arm. With new cinema projects in the pipeline, including Hackney Picturehouse at the end of the year and the growth of alternative content these are exciting times to be joining Picturehouse.”

Commenting on the addition, City Screen Director of Programming and new acquisitions head Claire Binns told Screen: “Sara is bringing vast experience in distribution and marketing to our party. Allied with my thirty odd years of going to markets and watching films, and Lyn’s extensive experience in the industry between us we have tremendous experience.”

In April 2010 Frain stepped down as General Manager of UK outfit Metrodome Distribution after five and half years at the company. Before Metrodome, she worked at Tartan Films.

Picturehouse currently operates 18 cinemas across the UK. The company released the first title under its new distribution label Picturehouse Entertainment in November, with My Afternoons With Marguerite taking over £200,000 at the UK box office. The label also recently acquired Werner Herzog’s 3D documentary The Cave Of Forgotten Dreams.