Lionsgate strengthens franchise entertainment reach

In growing its location-based entertainment business, the studio has upped industry vet Kerry Phelan to president of global franchise management.
August 23, 2017

In a move that further bolsters its location-based entertainment business, Lionsgate has upped Kerry Phelan to president of global franchise management. The role will see Phelan manage upcoming projects including Lionsgate Movie World in Koreathe company’s first outdoor branded theme parkthe Lionsgate Entertainment World indoor theme park currently under development in China, and the Lionsgate Entertainment City centers set to bow in the US and Europe.

Phelan will report to Tim Palen, Lionsgate’s chief brand officer and president of worldwide marketing.

Phelan joined the studio three years ago, and has since worked to leverage the company’s portfolio of film and television properties across multiple platforms. Under her direction, the newly formed Franchise Management Group created brand extensions spanning location-based and live entertainment venues, consumer products, licensed merchandise, brand partnerships and promotional ventures. Phelan’s team has partnered with companies including Hasbro, Funko and BioWorld to license and merchandise products based on Lionsgate’s brands, and has worked with global names like Gap Kids, Kelloggs and Samsung on promotional activations to supplement marketing campaigns and drive box-office results.

Her promotion is also timed with Lionsgate’s recent launch of location-based entertainment initiatives featuring consumer experiences built around film properties like The Hunger Games (pictured), Twilight and Now You See Me, as well as the 125-city La La Land in Concert world tour.

Before joining Lionsgate, Phelan served as head of consumer products and licensing for DreamWorks Animation. She has also worked at Pixar overseeing the consumer products and marketing partnership business during the launch of the Cars franchise. Phelan also led the global consumer products and promotional licensing business for the Star Wars brand at Lucasfilm.

Earlier this month, Lionsgate partnered with Walden Media, Random House Children’s Books and Gap Kids on a tween-targeting educational outreach program inspired by its upcoming film Wonder. Running across the US from now until April 1, 2018, the Wonder Certified King Classroom initiative is designed to bring acts of kindness, acceptance and inclusion to kids in grades three to six.

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