LOS ANGELES—Entertainment public relations firm Rogers & Cowan has opened a U.K. film division in London as part of its plan to expand its influence in the rapidly changing global film industry. Janine Azern has been tapped to head up the agency’s London film division and will report to executive vice president, international film Nikki Parker, and executive vice president, worldwide film publicity and marketing Michael Dalling, who are based in the firm’s Los Angeles office.
The new unit will provide strategic resources to the U.K. and European film industry with an emphasis on U.K. film release campaigns, European film festivals and international publicity campaigns for the lifetime of motion pictures. Rogers & Cowan has worked on several recent international campaigns including The Aviator, Good Night and Good Luck and The Grudge.
According to R&C chief executive Tom Tardio, “As we witness the global film industry’s development, where international markets collectively surpass the U.S. in total box office revenue on a regular basis, a heavy emphasis has been placed on overseas PR campaigns to support theatrical film releases.”
Azern began her career with DDA Public Relations where she eventually was vice president in the U.K. theatrical publicity department. She worked for one year in the international department of DDA in Los Angeles and then as a publicity consultant with Twentieth Century Fox. Last year she freelanced with Rogers & Cowan at the Venice and Deauville Film Festivals.