The Broad Green Pictures staff just broke a gathering in L.A. when it was announced that the company has promoted Matt Alvarez to president of production. This comes after the former Relativity exec, who worked at Ice Cube’s CubeVision and was a producer on Straight Outta Compton, moved over to Broad Green in October to be an in-house producer.

Broad Green PicturesThe move not only locks in Alvarez in a post where he will be responsible for identifying new projects and overseeing Broad Green’s slate of films, managing the process from development to final delivery. It also signals a philosophy shift at the distributor that is now focusing more on larger-budget, commercial movies for broad audiences. Since kicking off its inaugural slate last year, Broad Green’s pics have mostly been specialty fare including 99 Homes, Learning To Drive and A Walk In The Woods which grossed a company-best $29.5M domestically when it hit theaters in September after it was scooped up at Sundance for a seven-figure P&A commitment.

Alvarez will continue his role as producer on films he has in active development at the studio: Ain’t No Half Steppin, an upbeat comedy to start production in June, and The Fight Before Christmas, a comedic holiday pitch from Daddy’s Home writer Brian Burns.

As part of the new role, chief creative officer Daniel Hammond will expand his overall management duties within the company, with Alvarez handling day-to-day management of the development and production team, a task formerly handled by Hammond and president of physical production Victor Moyers. Marc Danon will continue as president of acquisitions and co-productions.

“With Matt’s extraordinary track record of success and excellent leadership skills, we are confident that he has the experience and commitment to lead the team as we expand into greater original production efforts,” said Broad Green Pictures CEO Gabriel Hammond.

Said Alvarez: “This is an exciting time for Broad Green and I could not pass up the opportunity to lead the smart and talented production team into this next ambitious chapter.”

the-infiltrator-bryan-cranston-diane-krugerBroad Green’s upcoming releases include the Bryan Cranston-starrer The Infiltrator which hits theaters July 13; and Bad Santa 2 which has a November 23 release date. In development are  Just Mercy: A Story of Justice and Redemption, based on the Bryan Stevenson’s New York Times bestselling memoir, with Michael B. Jordan attached to star, Destin Daniel Cretton directing and Gil Netter producing; Entering Hades, a project being produced by Storyscape Entertainment and Michael Fassbender’s DMC Films, with Fassbender eyed to star; and Barbara Marshall’s Black List script Wish Upon.