Screen Gems Sets YouTube Executive To Run Genre Label

Sony Pictures Entertainment said Friday that it has tapped Fede Goldenberg, a veteran YouTube content partnership exec, as head of Screen Gems.

He replaces Ashley Brucks, who had been President of Screen Gems since 2023. Sony said today that she will segue to a producing role on some upcoming Screen Gems projects, which were not named in today’s release announcing the exec shuffle.

Goldenberg will report to Sanford Panitch, President of Sony Pictures’ Motion Picture Group, who announced the hire.

The change comes amid a wave of content creator-driven genre hits at the summer box office, with Curry Barker’s Obsession, Kane Parsons’ Backrooms and Markiplier’s Iron Lung leading the way. Sony said the change atop its genre label marks a new creative strategy, saying it will “expand its longstanding focus on traditional genre films to include theatrical projects from the next generation of digital-native storytellers.”

Goldenberg has developed strong relationships in the content creator space via spending the past 15 years at YouTube after stints ant MCNs like Maker Studios and Fullscreen. Most recently at YouTube he was Head of TV & Film Content Partnerships, working with studios to boots their global footprints across the platform. He also helped drive major creator initiatives including Markiplier’s exclusive digital release of Iron Lung.

Screen Gems’ most recently releases were Insidious: Out of the Further, which has earned $169.5 million globally after its mid-August release, and before that July’s Evil Dead: Burn in a team-up with New Line and Ghost House that grossed $72.4 million worldwide.

Brucks had arrived at Screen Gems after a tenure at Paramount that included bringing in the original Paranormal Activity. She also helped to relaunch the Scream franchise in 2022, and oversaw A Quiet Place and A Quiet Place Part II.

THR reported the Goldenberg hire earlier today.