42West adds Hilda Somarriba as VP of Entertainment Marketing – Deadline

EXCLUSIVE: Long-time freelance public relations professional Hilda Somarriba joined 42West as vice president of the company’s Los Angeles Entertainment Marketing division.

Somarriba joins the existing VP Diana Peters, who has been with the company since last fall. Both report to Annalee Paulo, President of Entertainment Marketing (West Coast), and they will also work closely with CEO Amanda Lundberg and Tom Piechura, President of Entertainment Marketing (East Coast) as well as the entire bicoastal team.

“For ages, I have watched Hilda successfully guide independent filmmakers and their films of festival strangers to take the awards stage. Her unparalleled passion and strong public relations acumen are great assets to 42West. Diana’s commitment to her clients is unwavering, and coupled with her mastery of offline, craft and content PR campaigns, she is unstoppable,” said Paulo. “Hilda and Diana are leaders whose expertise, connections close ties to the industry and a love of entertainment and pop culture are benefits for any client in need of strategic PR advice, and we’re very proud to have them on our roster at 42West.”

Somarriba started her career as an assistant at MTV Networks before joining PMK/HBH. In 2008, she launched Prism Media Group, which provides targeted and dynamic marketing and public relations services for mainstream and Latin media. Representing more than 100 films at top international film festivals, such as Sundance, Berlin, Cannes and Toronto, she has collaborated with filmmakers, directors and production companies by raising awareness of various media platforms on projects such as The Painted Bird, Possessor, Paradise Hills, First reformed, Colossal, the rider and Swiss army man. She also led the festival, release and awards campaigns for corpus ChristiPoland’s entry to the 2020 Oscars, to a nomination for Best International Feature Film.

For the past five years, Somarriba has led PR for the prestigious Animation Is Film festival alongside 42West. Other clients and projects under his Prism banner included: Cold Iron Pictures (Swiss army man), Marginal Mediaworks, Deon Taylor’s Hidden Empire Film Group (Lionsgate’s traffic, sony the intruder with Dennis Quaidfatal with Hilary Swank), Lightning Entertainment, James Wan (seen, insidious), EFO Movies (End of Shift, Lone Survivor, Silence) and the Gasparilla Film Festival. Somarriba has also consulted for various top entertainment PR agencies including Accolade PR, Maxine Leonard PR, MPRM Communications, Cinetic Media, Slate PR and Fifteen Minutes PR.

Diana Peters

With more than two decades of public relations experience, Peters began his career in New York City with Rachel McCallister & Associates and rose through the ranks holding executive positions at Fox Searchlight Pictures, Rogers & Cowan and as vice- President of The Weinstein Company. From 2018 to 2020, Peters was a senior member of the 42West awards publicity team where, in less than two years, she helped garner 59 Oscar nominations and eight wins for films such as 1917, The favourite, Joker, JoJo Rabbit, and Avengers: Endgame. She returned to the company last year as Vice President and leads press and awards campaigns for TV, streaming and cinema clients such as Amazon Studios, Apple TV+, HBO, HBO Max, Lionsgate and Paramount Pictures.

Previously, Peters lent his expertise to agencies such as ID Public Relations, LTLA Communications and Sunshine Sachs, directing television debuts, film releases and awards campaigns for a wide range of titles, including nominated films. at the Oscars. Lion, lady bird, The breadwinner, muddy, Molly’s Game, Baby Driver, Florida Project, and oscar winner The Sound of Metal.

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