Blair Rich has been upped to President of worldwide marketing for Warner Bros. Pictures from executive VP. She has been with the company for 19 years. Warner Bros. Pictures’ worldwide creative advertising, domestic publicity and domestic media groups will now report into Rich, joining the global digital and global promotions teams that were already reporting to her. Rich will also now oversee the development and execution of all marketing campaigns and now will have full marketing oversight on releases from New Line Cinema as well as all titles produced by the Studio’s longtime production partners, Alcon and MGM. Our sister publication Variety was first up with the studio’s press release.

This comes at a time that the studio has had a particularly bad run opening pictures: Those have included Entourage, The Man From Uncle, In the Heart of the Sea, Point Break, How to Be Single, The Nice Guys and a softer than hoped for domestic opening of Batman v Superman: The Dawn of Justice. The studio did hit nicely with Me Before You this past weekend.

She will continue to report to and work closely with Sue Kroll, President, worldwide marketing and distribution, who just re-upped in a mutli-contract with the studio. In other words, the studio is doubling down in hope to change its course and it looks like it has that chance with the upcoming slate that includes The Legend of Tarzan, Suicide Squad, War Dogs, and Fantastic Beasts and Where to Find Them.

Blair is also working with Kroll on overall strategy and long-term planning for the theatrical marketing group. In addition, the international marketing staff will collaborate closely with Rich to ensure global strategic alignment of theatrical campaigns.

During her tenure, she has helped direct campaigns for a number of Warner Bros. Pictures’ critical and global box office hits, including the Harry Potter films, Christopher Nolan’s The Dark Knight trilogy, The Hobbit franchise, The Conjuring films as well as Oscar winners Gravity and Argo.

Prior to her role in worldwide marketing, Rich served as Senior Vice President, Marketing and Creative Advertising for the Studio’s international film division, having previously served as Vice President.