Creative advertising veteran Loren Schwartz has been promoted to executive vice-president of marketing for Screen Gems.

In his new role Schwartz will oversee the creation of trailers, posters, television ads, and other marketing materials that support the theatrical release of films from Screen Gems.

Schwartz joined Sony in 1996 and has been a key member of the creative advertising team, overseeing or working on such campaigns as 50 First Dates, Cloudy With A Chance Of Meatballs, Big Daddy, Pineapple Expressand I Know What You Did Last Summer.

Upcoming titles from Screen Gems include Takers, ResidentEvil: Afterlife, Country Strong, Easy A, Priest, The Roommate and Burlesque.