Three weeks after 42 West confirmed that partner Cynthia Swartz was leaving the company, the veteran film publicist and Oscar strategist has announced the launch of Strategy PR/Consulting, a "bi-coastal full-service entertainment public relations and consulting firm."
With offices in New York and Los Angeles, Strategy's pitched as a home for national film campaigns, digital entertainment strategy, unit publicity and awards campaigns, along with film festival/acquisitions oversight as well as filmmaker relations and corporate communications.
Joining Swartz are former 42West executives Michael Kupferberg and Elena Zilberman. Vice presidents Kupferberg and Zilberman are based in New York and report to Swartz. Zilberman oversees national film campaigns; Kupferberg handles festival and awards campaigns, corporate communications and new business initiatives.
Also joining the Strategy team from 42 West are Chanelle James as director of national publicity and Katelyn Bogacki as a manager, both based in New York.
Strategy also has a strategic alliance with Marc Schiller's New York-based digital marketing and publicity firm Electric Artists to manage new media, social networking and online PR. Electric Artists developed the digital marketing strategy for Asif Kapadia's "Senna" and Banksy's Oscar-nominated documentary "Exit Through the Gift Shop."
Strategy will launch with campaigns for Emilio Estevez’s “The Way,” “Toast” starring Helena Bonham Carter and Freddie Highmore, “Another Happy Day” starring Ellen Barkin, Carl Colby’s CIA docu-thriller “The Man Nobody Knew,” Madonna’s “W.E.” Lynne Ramsay’s “We Need To Talk About Kevin” and Gerardo Naranjo's "Miss Bala."
The company is also handling PR for acquisition titles at the Toronto International Film Festival, including Oren Moverman’s “Rampart” starring Woody Harrelson and Robin Wright; and Jonathan Teplitsky’s “The Burning Man” starring Matthew Goode.
Here's Swartz's quote:
“I have been working in the film industry for nearly thirty years, and though so much has changed and continues to change, my passion for film and my allegiance to filmmakers remains steadfast. I am incredibly grateful to my partners at 42West for giving me this opportunity to branch out on my own, and I look forward to working with filmmakers and film lovers, on films of all shapes and sizes, as we enter the new frontier on so many levels. Aligning my new company with Mark Schiller's incredible team at Electric Artists is just one of the many ways that we will be expanding our knowledge base as publicists and marketers to create the perfect strategy for each project."