Here’s the latest indication that digital media are going mainstream: Machinima just signed movie and TV industry vets to manage its marketing and content strategies.

One-time Sony and Fox digital marketing exec Joseph Epstein was just named SVP, Marketing for the gamer-oriented online video destination. At the studios he oversaw strategies and campaigns for films including The Croods, Good Day To Die Hard, The Wolverine, Spider-Man 2 and 3, Casino Royale, and The DaVinci Code. He also worked for Digital Broadcast Group, Razorfish, and Landmine Spring Advisory Services.

“Joe’s deep digital and social video experience is complemented by a firm understanding of how to market entertainment to Machinima’s millennial audience and how to meet brands’ needs through content-based solutions,” says CEO Chat Gutstein, to whom Epstein will report.

The company also tapped former BBC Worldwide and Endemol Group exec Joerg Bachmaier to be SVP of Content Strategy and Co-Productions. Translation: He’ll negotiate content acquisition and sales deals — or, as the company put it, “curate the more than 32,000 hours of content Machinima generates on a monthly basis” to feed other companies’ video platforms. In his previous jobs, he worked on programs including Dancing With The Stars and Top Gear.

Bachmaier will report to Chief Content Officer Daniel Tibbets.