The transitional management team overseeing Warner Bros. International Theatrical Distribution has officially transitioned into a permanent structure following Edward Frumkes' departure in May.


On Tuesday, Sue Kroll, aged 39, was appointed as the president of international marketing, while Veronika Kwan-Rubinek, 37, has taken on the role of president of international distribution for Warner Bros. Pictures.


They will report directly to Alan Horn, who serves as the president and chief operating officer of Warner Bros., with Richard Fox, executive vice president of international, facilitating their collaboration. Both Kroll and Kwan-Rubinek will work closely with Fox on enhancing the company's international theatrical strategies and operations.


Angelina Speare, the senior vice president of international operations and finance, is also anticipated to assume a more significant role within the division.


Fox highlighted to Daily Variety that managing such a division has become increasingly intricate and necessitates the unique skills that executives like Kroll and Kwan-Rubinek possess. He specifically mentioned the challenges associated with scheduling film releases internationally and the vital importance of targeted marketing in various regions.


Promotion Indicates Trust


The decision to promote from within and award the two women president titles, instead of merely executive vice president positions, was interpreted by industry executives and producers at Warner’s lot as a strong endorsement of their capabilities.


Wolfgang Petersen, who directed and produced "The Perfect Storm," reflected on his experience working with Kroll and Kwan-Rubinek, noting their successful partnership and comprehensive understanding of the international film market, which he believes is crucial for box office success.


Frumkes, who spent 13 years at the helm of the division, left the company to explore new opportunities.


Last year, Warner's international box office revenue reached an impressive $1.1 billion.This year, the division adeptly navigated a challenging landscape, successfully managing the re-release of "The Exorcist," the original "Pokemon," and performing reasonably well with "Space Cowboys," despite its older cast not aligning with typical overseas audiences.


Conversely, "Any Given Sunday" did not resonate internationally, likely due to its American football focus.


Leading the Charge


"When we chose to reorganize Warner Bros. Pictures International to align with our domestic theatrical operations, Veronika and Sue emerged as the clear frontrunners for leadership in their areas, continuing their impressive work," Horn stated.


Fox emphasized, "Sue and Veronika possess exceptional expertise in their fields, particularly in the international market, earning respect from filmmakers, exhibitors, and peers alike."


The promotion elicited positive responses from industry insiders.


Graham Burke, managing director of Village Roadshow in Australia, expressed his support, noting, "Veronika and Sue make an incredible team. They are resilient, intelligent, and passionately committed to ticket sales."


With Village Roadshow co-producing around eight films with Warner Bros. next year, Burke added, "These appointments truly excite me."


Kroll’s role encompasses the supervision of marketing, advertising, media strategy, promotion, publicity, and research. She collaborates closely with filmmakers to craft campaign strategies and is responsible for executing marketing initiatives across all international markets.


Meanwhile, Kwan-Rubinek will manage distribution and film release operations, which include release scheduling, competitive analysis, and monitoring box office performance and rentals for Warner Bros. films in the global market.


Film Release Oversight


Together, Kwan-Rubinek and Kroll will coordinate the launch of films across 124 international markets, supported by their teams at the Burbank headquarters, alongside regional offices in key territories and 59 affiliate operations worldwide.Kroll has been with Warner Bros. Pictures International Distribution since January 1997, where she holds the position of Senior Vice President of Marketing. In this role, she has been instrumental in crafting international marketing strategies for notable films such as "The Perfect Storm," "The Matrix," "You've Got Mail," "Lethal Weapon 4," and "L.A. Confidential." Currently, she is focused on promoting forthcoming films including "Proof of Life," "A.I.," "Like Cats & Dogs," and "Harry Potter and the Sorcerer's Stone."


Her journey at Warner Bros. began in June 1994, when she was appointed Senior Vice President of Programming and Operations for Warner Bros. International Channels. Here, Kroll played a key role in developing programming and strategic marketing for channels tailored specifically for international audiences. The inaugural channel, WBTV - The Warner Channel, was launched in Latin America in 1995, followed by the addition of a Portuguese-language service for Brazil the next year.


Before her tenure at Warner Bros., Kroll worked for Turner Network Television for four years, starting as Senior Vice President of Marketing in Atlanta. She directed all marketing efforts for the network, later transitioning to Senior Vice President and Managing Director of Cartoon Network and TNT in Europe, where she was pivotal in launching both networks on the continent. Additionally, Kroll accumulated seven years of diverse experience at Showtime Networks.


On the other hand, Kwan-Rubinek has held the role of Senior Vice President of International Distribution at Warner Bros. Pictures since 1997. She manages sales and distribution, acting as a crucial liaison with various co-production partners and third-party producers. Her responsibilities also include collaborating with regional and local management teams to analyze and strategize theatrical releases in international markets.


Kwan-Rubinek's career began in international marketing with Lorimar Film Entertainment before she joined Warner Bros. Pictures International as a sales analyst. Over her 12 years with the company, she climbed the ranks to become Vice President of International Distribution in 1995.


Having lived in six different countries across Europe, the Middle East, and Asia during her upbringing, Kwan-Rubinek is fluent in German and has proficiency in French and Cantonese.


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