Sony Pictures Digital upped Ira Rubenstein from svp to evp to of marketing and production. Rubenstein will continue to manage the divisions production efforts to extend Sony Pictures Entertainment properties into the digital marketplace through SonyPictures.com, mobile games, personalization products and the creation of casual games.
Ira is an innovator who has been able to recognize the potential of mobile and broadband media to reach audiences since the beginning of his career, said Yair Landau, president of Sony Pictures Digital. His record proves his ability to build businesses that have become very successful here at Sony and in the industry at large.
Rubenstein has managed the digital growth of the studios most important brands, including WHEEL OF FORTUNE and JEOPARDY! as these and other properties have progressed through various platforms including broadband, interactive television, mobile, and emerging platforms such as the PSP and PS3.
Rubenstein will also continue to oversee production for all Sony Pictures properties breaking into the growing mobile marketplace. His team has developed an array of successful mobile entertainment offerings, such as the award-winning games RATCHET AND CLANK: GOING MOBILE and SPIDER-MAN 2: THE HERO RETURNS, personalization products for THE BOONDOCKS and retro titles, such as ELEVATOR ACTION and Q*BERT.
SonyPictures.com continues to generate online awareness for the studios film, television, and home entertainment properties by driving traffic with partnership marketing, media buys, community building, e-commerce, auctions, games and original content.
Prior to his role as svp, Rubenstein directed the divisions brand integration and sponsorship strategies and was also responsible for the production and creative direction for SonyPictures.com.
Beginning in 2000, Rubenstein oversaw the establishment of Sony Pictures Digital Ent.s on-demand movie initiative to offer theatrically released motion pictures via digital delivery for broadband Internet users. Rubenstein directed the project (developed under the name Moviefly), which ultimately became Movielink, a groundbreaking partnership among five studios. More recently, Rubenstein helped to develop Sony Pictures Digitals Movies on Memory Cards initiative in Europe. Several films SPIDER-MAN 2, MONTY PYTHON AND THE HOLY GRAIL, HITCH, GHOSTBUSTERS, CHARLIES ANGELS: FULL THROTTLE and STUART LITTLE are now available on memory cards to view on mobile phones.
Previously, Rubenstein was vp, marketing, Columbia TriStar Interactive, where he managed 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.
His has been honored with Webby awards, Mobie awards, a Gold Clio and The Hollywood Reporter Key Art award.
Before joining Columbia TriStar Interactive, Rubenstein was manager of media research and interactive marketing for Twentieth Century Fox.
Sony Pictures Digital, an operating unit of Sony Pictures Ent., consists of Sony Pictures Animation, Sony Pictures Imageworks, Sony Online Ent. and SonyPictures.com. The division produces stories, characters, images and experiences conceived, created, rendered and delivered digitally.
The marketing & production team at Sony Pictures Digital manages Sony Pictures online and mobile game production. Through Sonypictures.com and the Game Studio, Sony Pictures Digital produces award-winning content for online and mobile consumers.
