The appointment of Fede Goldenberg to lead Screen Gems, as reported by Deadline, marks a significant shift in Sony Pictures' approach to genre filmmaking. Goldenberg, with a distinguished 15-year career at YouTube, including a recent stint as Head of TV & Film Content Partnerships, brings a wealth of experience and crucial relationships within the digital creator ecosystem. His background with platforms like Maker Studios and Fullscreen further underscores his deep understanding of this rapidly evolving space.
Goldenberg's tenure at YouTube saw him instrumental in fostering creator-driven initiatives, notably facilitating the exclusive digital release of Markiplier's Iron Lung. This experience aligns perfectly with Screen Gems' stated new creative strategy: to broaden its traditional focus on genre films by embracing theatrical projects from the next generation of digital storytellers. This initiative is timely, following a summer box office that has seen creator-driven genre hits like Curry Barker’s Obsession, Kane Parsons’ Backrooms, and Markiplier’s Iron Lung garner significant attention.
Reporting directly to Sanford Panitch, President of Sony Pictures’ Motion Picture Group, Goldenberg is tasked with integrating these new voices into Screen Gems' production slate. The label has recently enjoyed box office success with films such as Insidious: Out of the Further, which grossed $169.5 million globally, and Evil Dead: Burn, a collaboration with New Line and Ghost House that earned $72.4 million worldwide.
Ashley Brucks, who served as President of Screen Gems since 2023, will now leverage her extensive experience in a producing capacity. Brucks boasts an impressive track record, having been instrumental in bringing the original Paranormal Activity to Paramount, relaunching the Scream franchise in 2022, and overseeing the critically and commercially successful A Quiet Place and A Quiet Place Part II. Her transition to a producing role ensures her valuable insights and creative instincts will continue to benefit Screen Gems' upcoming projects, even as the label embarks on its new strategic direction.