elzerSteve Elzer, the longtime corporate communications vet for the movie divisions of Sony Pictures and New Line, has launched Elzer & Associates, Inc, a boutique PR firm that will build clientele consisting of corporations, production companies, execs, filmmakers and philanthropists in the entertainment community. He starts the company with ex-Imageworks  exec Rachel Falikoff, who will become an SVP.

Elzer, who left the studio late last year, launches with several clients that include Newscard, a start-up built around social media and how consumers comment on professional news photographs taken at entertainment and sporting events; and Court Five, the production company hatched by Jane Fleming and Mark Ordesky, who worked with Elzer at New Line and oversaw production on The Lord Of The Rings trilogy. They are about to launch the ABC fantasy-based reality series The Quest. Also aboard is Stradella Road, the company created by marketing exec Gordon Patterson to develop global marketing campaigns for studios and networks, specializing in the digital space.

“During my 25 year career, I have been privileged to represent some of the best executive teams in the business. Now it’s time to take all that experience and help a wider range of clients working in our industry,” Elzer said. “Rachel and I worked together at both New Line and Sony and we are committed to providing proactive and protective PR guidance for creative talent, businesses and organizations looking to better navigate the challenges of today’s media landscape.”

Elzer is a well-liked guy, who, between Sony and those crazy days at New Line, has managed some tough professional and personal crises. If you’ve ever covered ShoWest (now CinemaCon), you’ve probably seen him in a Hawaiian shirt, working the craps tables in Vegas. It’s a sight to behold, and I believe the only thing that addictive to him is the band One Direction (the latter might have to do with his kids). I’m sure Elzer will do very well in his new business, because he’s got the traits you want in that field. He’s honest, a straight shooter, and tough when necessary.  We’ve had some glorious battles over the years, which we’d laugh about now if we could remember what they were about.