MUMBAI: Relativity Media has made several key promotions made in marketing and publicity.

Rachel Cadden was upped to executive vice president, marketing and Adam Keen was promoted to executive vice president, worldwide publicity & corporate communications.

Cadden will continue to oversee research, promotions and online marketing for all of its theatrical releases and will report directly to Relativity president – theatrical marketing Terry Curtin.

Cadden also maintains oversight of marketing strategies for Relativity’s foreign output partners and home entertainment releases. Cadden has been with companies like Overture Films, Sony Mobile Entertainment, Destination Films and DreamWorks SKG. 

In Keen’s new role, he will continue to oversee worldwide theatrical publicity campaigns and corporate communications on behalf of the studio, dually reporting to Curtin on film campaigns and Relativity CEO Ryan Kavanaugh on corporate matters.

Prior to running publicity for Relativity, Keen worked in a similar capacity at Overture Films as SVP, Worldwide Publicity.

Curtin said, “It is rare to walk into a company and inherit the perfect team. I owe Peter Adee a huge debt of gratitude for hiring and grooming Adam and Rachel; they are two very talented and innovative executives with whom I have established an instant rapport. I am truly thrilled and honored to be working with both of them.”