A Strategic Pivot at Screen Gems
Sony Pictures has appointed veteran YouTube executive Fede Goldenberg to head Screen Gems, its division known for genre films like Resident Evil and Underworld and comedies such as Easy A. The move represents a notable shift in strategy, as the label will expand its traditional focus to include theatrical projects from digital-native storytellers—filmmakers who have built followings online, such as Curry Barker and Kane Parsons. Goldenberg will report to Sanford Panitch, president of Sony Pictures motion picture group.[S1][S2][S3]
Ashley Brucks, who has served as president of Screen Gems since 2023, will transition to a producing role. During her tenure, the label released the profitable horror film Tarot and the box office hit Insidious: Out of the Further. Brucks, a former Paramount executive, is known for bringing in the original Paranormal Activity and overseeing the A Quiet Place and Scream franchises. The scope of her new producing deal is not yet clear.[S1]
Goldenberg's Background and Vision
Goldenberg's résumé spans more than two decades in entertainment, tech, and digital media, with a 15-year stretch at YouTube. From 2017 onward he oversaw TV and film content partnerships, collaborating with big studios to grow their worldwide audiences. His creator work included Markiplier's exclusive YouTube debut of the theatrical film Iron Lung, and he had a hand in the platform's Oscars broadcast arrangement. Earlier at YouTube he handled partnerships with Maker Studios and Fullscreen. Prior to that, he worked at Globosat, Terra Networks Brasil, and FremantleMedia Latin America.[S1]
Panitch's statement noted that many of the most compelling emerging filmmakers and concepts come from outside the usual Hollywood channels, and that Screen Gems has a long history as a destination for singular genre fare. He said the studio believes there is room to widen that approach to embrace digital-native creators who want theatrical releases. Panitch further observed that Goldenberg's entire career has sat where online creators meet entertainment, positioning him well to forge ties and help move storytelling from digital spaces onto the big screen.[S1]
Goldenberg said that during his 15 years at YouTube he saw directly that tomorrow's top filmmakers are already growing audiences there. He described widening Screen Gems' creative scope to welcome digital-native creators as the correct decision at the correct time, and said he was eager to join Sony's team and help steer that push. According to the studio, it is capitalizing on the ready-made audience ties these filmmakers bring, since they have already earned the trust of millions of followers and know how to build intellectual property.[S1]
