MUMBAI: New Line Cinema has promoted Elissa Greer to executive vice president of publicity and promotions, it was announced by Christina Kounelias, the studio’s executive vice president of marketing.

“Elissa is a smart, creative, and resourceful executive who excels at developing innovative ways to reach targeted audiences. She is always ahead of the curve and understands how to aggressively build interest in a film through a mix of publicity and strategic promotions,” says Kounelias.

In her new role, Greer will oversee theatrical publicity for New Line releases including national publicity, field publicity and promotions, special events, photography and EPK departments. She will work with the Los Angeles and New York-based publicity teams to establish long and short term publicity initiatives and strategy, as well as explore editorial branding partnerships for the upcoming slate.

Greer will also continue to manage all specialized marketing and television promotional programming and will serve as the liaison to New Line’s music, national promotions, international and interactive departments to coordinate publicity and promotion opportunities.

A 15-year New Line veteran, Greer has served as executive vice president of publicity and field promotions since 2005. During that time she led the Los Angeles publicity and field promotions teams to unprecedented success with campaigns for such films as campaigns for such hit films as The Lord of the Rings trilogy, Hairspray, Wedding Crashers, Austin Powers in Goldmember, Rush Hour 3, Elf, The Notebook, The Texas Chainsaw Massacre, and A History of Violence among others.