Ira Rubenstein has built a career on identifying and implementing new marketing and distribution tactics for entertainment properties through interactive, online and mobile initiatives. As executive vice president of Sony Pictures Digital, Rubenstein is responsible for overseeing the division’s production efforts to extend Sony Pictures properties into the digital marketplace through SonyPictures.com, mobile games and personalization products, casual games, and innovative strategic partnerships. Rubenstein manages the digital growth of the studio’s most important brands including Wheel of Fortune and Jeopardy! as these and other properties have progressed through various platforms including broadband, interactive television, mobile, and emerging platforms such as the PSP and PS3. Most recently, Rubenstein’s team launched a full suite of digital products on behalf of two of Columbia Pictures’ most highly anticipated films – THE DA VINCI CODE and CASINO ROYALE. In addition, Rubenstein oversees production for all Sony Pictures properties breaking into the growing mobile marketplace. His team has developed an array of successful mobile entertainment offerings such as the award-winning games Ratchet and Clank: Going Mobile and Spider-Man 2: The Hero Returns, retro titles such as Elevator Action and Q*Bert and personalization products for "The Boondocks." Under Rubenstein’s leadership, SonyPictures.com generates online awareness for the studio’s film, television, and home entertainment properties by driving traffic with partnership marketing, media buys, community building, e-commerce, auctions, games and original content. Prior to his role as executive vice president, Rubenstein was senior vice president and directed the division’s brand integration and sponsorship strategies and was also responsible for the production and creative direction for SonyPictures.com.Beginning in 2000, Rubenstein oversaw the establishment of Sony Pictures Digital Entertainment’s on-demand movie initiative to offer theatrically released motion pictures via digital delivery for broadband Internet users. From concept to working technical trials, Rubenstein directed the project (developed under the name Moviefly), which ultimately became Movielink, a groundbreaking partnership among five studios. More recently, Rubenstein helped to develop Sony Pictures Digital’s "Movies on Memory Cards" initiative in Europe. Several films, including SPIDER-MANTM 2, MONTY PYTHON AND THE HOLY GRAIL, HITCH, GHOSTBUSTERS, CHARLIE’S ANGELS: FULL THROTTLE and STUART LITTLE are now available on memory cards to view on mobile phones. Before the establishment of Sony Pictures Digital Entertainment, Rubenstein was vice president, marketing, Columbia TriStar Interactive. In this role, he managed the strategic implementation of media planning, promotional and creative advertising campaigns for more than 100 film sites including STUART LITTLE, MEN IN BLACK, AIR FORCE ONE, AS GOOD AS IT GETS and THE MASK OF ZORRO. Recognition for his work includes Webby Awards, Mobie awards, a Gold Clio and The Hollywood Reporter Key Art award. Before joining Columbia TriStar Interactive, Rubenstein served as manager of media research and interactive marketing for Twentieth Century Fox. Rubenstein was recently included on the highly regarded "Digital 50" list, a distinction given to fifty new media innovators by The Producers Guild of America’s New Media Council and The Hollywood Reporter. He is a graduate of the Peter Stark Producing Program at USC.
