Sony Pictures appointed Fede Goldenberg to lead its Screen Gems division. Goldenberg is a former YouTube executive. This move signals a strategic pivot for the genre-focused label.
Goldenberg spent 15 years at YouTube. He most recently served as Head of TV & Film Content Partnerships.
He replaces Ashley Brucks, who served as president of Screen Gems since 2023. Brucks will transition to a producing role at the studio.
The appointment highlights a new creative strategy for Screen Gems. The label will develop theatrical films with digital-native storytellers and online creators.
Sony aims to leverage Goldenberg's relationships within the creator community. The studio will identify and cultivate new filmmaker talent. This talent has already built dedicated online audiences.