Sony PR reshuffle sees hire of Elzer

LOS ANGELES - Columbia Tri-Star has hired Steve Elzer away from New Line Cinema to be senior vice-president of media relations.

LOS ANGELES - Columbia Tri-Star has hired Steve Elzer away from New Line Cinema to be senior vice-president of media relations.

The appointment makes Elzer part of a revamped PR unit built over the past months by Geoffrey Ammer, president of marketing. Ammer joined Columbia Tri-Star in September, after parent company Sony weathered two marketing scandals involving the use of employees in testimonials and endorsements from a fictional film critic. Elzer will report directly to Ammer.



Elzer's will be "working closely with executives to seek out trend pieces and opportunities to make sure the fuller story is told," said Elzer. "Not necessarily making sure Will Smith is on The Tonight Show," he explained, "but making sure we're properly positioned."



He will also have a role in internal communications, and will facilitate cross-promotion between company divisions.



His first projects will be promotion of Spider-Man and Men in Black II.



Elzer was most recently head of corporate communications at New Line, a company he was with for eight years. He helped launch The Lord of the Rings and Austin Powers: The Spy Who Shagged Me.



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