Brief
Sony appoints former YouTube exec Fede Goldenberg to lead Screen Gems
The move signals Sony’s push to source theatrical projects from creators with large online followings.
By Felo News Desk · Published
Sony Pictures announced on Monday that former YouTube executive Fede Goldenberg will take over as head of Screen Gems, the studio’s genre‑film division, reporting to motion‑picture group president Sanford Panitch. Goldenberg, who previously served as head of film and TV partnerships at Google‑owned YouTube, replaces Ashley Brucks, who will move into a producing role.
What happened
Goldenberg’s appointment was disclosed in an exclusive report by The Hollywood Reporter. The hire follows Sony’s recent success with genre titles such as Obsession and Backrooms, which featured strong box‑office returns and highlighted the commercial potential of filmmakers who first built audiences on digital platforms.
What the report adds
The article notes that Goldenberg is credited with helping elevate creators like Curry Barker, Kane Parsons and Markiplier into recognized filmmakers. It also explains that Screen Gems will expand its traditional focus on horror, sci‑fi and comedy to include theatrical projects from “digital‑native storytellers” who have cultivated large followings online.
What was said
Sanford Panitch told The Hollywood Reporter, “Some of the most exciting new filmmakers and ideas are emerging from creators outside of traditional Hollywood development pipelines. Screen Gems has long been a home for distinctive genre storytelling, and we see tremendous potential in expanding that vision to include a new generation of digital‑native creators with theatrical ambitions.” Goldenberg said in a prior THR profile, “It’s no exaggeration to call these guys the New Hollywood. After 15 years at YouTube, the world’s biggest digital platform, I know firsthand that the next generation of great filmmakers is already building audiences on the platform.”
How it came about
The hiring marks the first time a major studio division has explicitly reoriented toward talent sourced from online platforms. Sony’s strategy reflects a broader industry trend of courting creators who have proven audience pull on services such as YouTube, a shift that follows the platform’s own expansion into e‑commerce and AI tools earlier this year, as covered by Felo News.
Key facts
- Fede Goldenberg, former head of film and TV partnerships at YouTube, is appointed head of Sony's Screen Gems. (hollywoodreporter.com)
- Goldenberg will report to Sony Pictures motion‑picture group president Sanford Panitch. (hollywoodreporter.com)
- Ashley Brucks, who has led Screen Gems since 2023, will transition to a producing role. (hollywoodreporter.com)
- Screen Gems will broaden its slate to include theatrical projects from digital‑native creators. (hollywoodreporter.com)
- Goldenberg is credited with advancing creators such as Curry Barker, Kane Parsons and Markiplier. (hollywoodreporter.com)
Sources
- [1] hollywoodreporter.com — originally reported as “Screen Gems Shocker: Sony Brings in YouTube Exec Fede Goldenberg to Run Genre Label in Pivot to Digital Creators (Exclusive)”
