Almost a year after Warner Bros. TV Group acquired the entire 15-market company portfolio of Netherlands-based Eyeworks except for Eyeworks USA, the Manhattan Beach, CA-based U.S. outpost is changing its name and announcing new corporate structure under chairman Reinout Oerlemans.

3 BALL ENTERTAINMENT logoEyeworks USA was the product of Eyeworks’ 2006 acquisition of 50% of 3 Ball Prods., the company founded in 2001 by J.D. Roth and Todd Nelson. Since then, Roth and Nelson had served as Eyeworks USA CEOs. Last year, they were joined by Eyeworks Group co-founder Oerlemans who, following the $273-million sale to Warner Bros., relocated to Los Angeles to take over the only remaining independent Eyeworks operation.

Now Eyeworks USA will be rebranded as 3 Ball Entertainment, reverting to its name before the acquisition by Eyeworks. Under the new structure, Nelson and Eyeworks USA COO Ross Weintraub will serve as co-CEOs of 3 Ball Entertainment.

Roth will step out of his day-to-day CEO responsibilities to segue into a producing role.

Additionally, the company’s president, Brant Pinvidic, has been elevated to chief creative officer of 3 Ball Entertainment, in charge of the company’s current slate and development. Jeff Goldman, former co-managing director of Eyeworks Distribution, has been named chief business officer, in charge of business development, including oversight of business affairs and international.

Oerlemans, Nelson, Weintraub, Roth, Pinvidic, Goldman, and Netherlands-based Robert van den Bogaard and Ronald van Wechem sit on the company’s board of directors.

“In 3 Ball Entertainment we have seen the evolution of a great company,” Oerlemans said. “JD Roth and Todd Nelson, two gifted entrepreneurs with serious producing chops, were reality TV pioneers, creating game-changing series and helping to propel the industry. Now, as TV mobilizes for the future, our newly independent 3 Ball Entertainment is perfectly positioned for its next chapter of success and growth, including pushing into new arenas.”

Said Roth, “3 Ball was born nearly 14 years ago out of my passion for storytelling and the power of transformation. Letting go of the operational leadership of 3 Ball was a difficult decision, but I’m elated to put my heart and soul back into the creative process.”