The executive will take charge of the film label as it expands its strategy to develop theatrical projects with digital creators. Ashley Brucks will transition to a producing role.
Sony Pictures Entertainment has appointed Fede Goldenberg as the new head of Screen Gems, its genre-focused film label, in a move aimed at strengthening the studio’s ties with a new generation of digital creators and bringing their stories to the big screen.
Goldenberg joins Sony from YouTube, where he spent 15 years and served as head of TV and film content partnerships from 2017. In his new role, he will report to Sanford Panitch, president of Sony Pictures’ Motion Picture Group, and will focus on expanding the studio’s talent pipeline through partnerships with creators who have already built established audiences across digital platforms.
The appointment comes as Screen Gems adopts a new creative direction that will maintain its focus on genre films while incorporating projects based on the ideas, narrative universes and communities developed by digital creators. The strategy aims to identify new intellectual property and develop productions for theatrical release.
“Some of the most exciting filmmakers and ideas are emerging from creators operating outside Hollywood’s traditional development channels,” Panitch said when announcing the appointment. He highlighted Goldenberg’s experience at the intersection of digital platforms and the entertainment industry as an asset in bringing those stories to the big screen.
Goldenberg has more than 20 years of experience across entertainment, technology and digital media. During his tenure at YouTube, he worked with studios and production companies to expand their presence on the platform and took part in initiatives related to the creator economy. These included the platform’s exclusive digital release of Iron Lung, a film associated with creator Markiplier.
Before joining YouTube, Goldenberg held executive positions at Globosat, Terra Networks Brasil and FremantleMedia Latin America, with responsibilities spanning content acquisition, distribution and development across the region.
He succeeds Ashley Brucks, who has led Screen Gems since 2023 and will remain with Sony Pictures as a producer on several films. The transition will allow the label to retain its expertise in genre filmmaking while broadening its search for projects and talent.
With the appointment, Sony Pictures is strengthening its efforts to connect the reach of digital creators with the traditional film business, as audiences built on online platforms become an additional avenue for identifying stories and emerging talent with commercial potential.
