Sony Pictures Digital Entertainment Announces Formation Of Sony Pictures Integrated Network

Ira Rubenstein Named SVP of New Operational Unit; Jeremy Barnett Joins SPIN Team


Sony Pictures Digital Entertainment today announced the formation of Sony Pictures Integrated Network (SPIN), an operational unit within the company to offer integrated online promotional efforts coordinated across all lines of business. Through the management of online creative services, creation of media planning and identification of promotional opportunities, the network will develop opportunities for brand integration and sponsorship with a focus on generating awareness for the studio's film, television and home entertainment properties. Ira Rubenstein, a veteran of Sony Pictures Digital Entertainment, has been named to the post of senior vice president of SPIN. Jeremy Barnett is also joining the SPIN team as vice president, customer relationship management.

"Sony Pictures Integrated Network will provide the gateway to all of the entertainment that Sony Pictures Entertainment offers. Ira is a seasoned member of our organization who has been at the forefront of marketing in the online arena for years and now brings that vital experience to the Network's helm," said Yair Landau, president of Sony Pictures Digital Entertainment. "The creation of the Integrated Network is directly in line with our plans to create rich user experiences for consumers, providing a destination that empowers them to stay consistently and completely connected to quality online and offline entertainment."

Creating a robust and unified online destination at , SPIN will manage the development, building and hosting of all official websites for SPE content. In his new post, Ira Rubenstein will oversee the day to day activity of the Network, generating online awareness for the studios' properties and driving traffic through partnership marketing, media buys, community building, e-commerce, auctions, the creation of network games and effective syndication of trailers and content.

In his new post, Jeremy Barnett will oversee consumer research, customer loyalty program development, and personalized marketing efforts. He will also oversee SPIN's international initiatives and collaboration with other Sony business units.

"The Integrated Network offers an exciting opportunity to truly utilize the Internet to build customer attention and loyalty while taking online marketing to the next level," said Rubenstein. "By speaking directly to consumers through compelling campaigns and leveraging our assets across all lines of business through improved integration, we are enabling them to benefit from a range of products. We are in a unique position to genuinely establish and manage ongoing relationships with our users and are very fortunate to have the support of the Motion Picture, Television and Home Entertainment divisions in this endeavor."

Before his current post, Rubenstein oversaw the establishment of Sony Pictures Digital Entertainment's on-demand movie initiative to offer theatrically released motion pictures via digital delivery for broadband Internet users. From concept to working technical trials, Rubenstein directed the project (developed under the name Moviefly), which ultimately became a groundbreaking partnership among five studios.

Previously, Rubenstein was vice president, marketing, Columbia TriStar Interactive, charged with the strategic implementation of media planning, promotional and creative advertising campaigns for more than 100 film sites including "Stuart Little," "Men in Black," "Air Force One," "As Good As It Gets" and "The Mask of Zorro." Recognition for his work includes honors such as Webby awards, a Gold Clio and The Hollywood Reporter Key Art award. Prior to joining Columbia TriStar Interactive, he served as manager, media research and interactive marketing for Twentieth Century Fox. Rubenstein holds a BA in Management Science from the University of California at San Diego and an MFA from the Peter Stark Motion Picture Producing Program at the University of Southern California.

Prior to his appointment, Barnett was a Client Partner in the Media and Entertainment Practice at Viant Corporation where he advised studios on customer relationship management, brand development, broadband system design and development and market planning for digital entertainment and e-commerce initiatives. Barnett earlier worked as a Managing Principal Consultant at Oracle where he developed the consulting service delivery model for the e-learning global consulting services group in the Oracle Education division. He graduated with a B.A. in English Literature from Rutgers University and an M.A. in Educational Technology from San Diego State University.

About Sony Pictures Digital Entertainment

Sony Pictures Digital Entertainment (SPDE), an operating unit of Sony Pictures Entertainment (SPE), oversees the activities of SPE's digital production and online assets including Sony Pictures Imageworks and Sony Online Entertainment, SoapCity, Screenblast and all of the studio's online promotional presence. SPDE focuses on three areas: 1) producing and developing visual effects and computer-generated imaging (CGI), digital character animation, and original content for motion picture, television, online and PlayStation audiences; 2) developing new forms of online content, games and interactive programming; and 3) leading SPE's efforts to provide online, open-access video-on-demand, interactive television and the distribution of new forms of digital content and services over the emerging broadband IP (Internet Protocol) networks.

For further information, please contact: Don Levy, +1-310-482-4808,, or Kristen Tarnol, +1-310-482-4828,, both of Sony Pictures Digital Entertainment.


SOURCE: Sony Pictures Digital Entertainment

Contact: Don Levy, +1-310-482-4808,, or
Kristen Tarnol, +1-310-482-4828,, both of
Sony Pictures Digital Entertainment