Wendy Armitage

Wendy Armitage

Sony Pictures

Business affairs consultant, director of marketing & distribution and performance coach in Culver City, California

About Wendy

I am a dedicated, driven and hard working executive with a keen eye for film distribution and marketing. I began my career working at a movie theatre in 1990 and transitioned to the studio in 1999 which gives me a unique perspective in distribution having been on both sides of the fence. I'm very passionate about film and I believe in the future of the film industry.

Current Position:
Senior Vice President, Film Ratings Administration for Sony Pictures

I am responsible for obtaining the MPAA rating of feature films released by Columbia Pictures, TriStar Pictures and Screen Gems films. I work closely with the Classification and Rating Administration in obtaining the desired rating prior to their theatrical release. This includes content evaluation from pre-production, through production and into post-production of our feature films. I liaise with the MPAA on all of our features regarding potential rating impactful issues and collaborate with them to ensure the best possible ratings outcome for both the studio as well as the filmmaker. I work very closely with productions during the post-production phase of their projects to prep the films for submission to CARA. My goal is always to guide our filmmakers through any adjustments that need to be made in order to obtain their desired rating with as minimal of an impact to the content of the film as possible.

In addition to the feature ratings portion of my position I also work closely with the President of Worldwide Distribution on dating strategies for our feature films as well as marketplace analysis of competitive films throughout the theatrical release landscape. I help to identify various issues that could have an impact on the performance of films at the box office as well as research various projects that have been announced but have not yet received theatrical release dates.

Executive Advisor, OUT@SPE
As an Executive Advisor for the Employee Resource Business Group OUT@SPE I am an advocate for diversity of content as well as diversity of programs within Sony Pictures Entertainment. My role is to guide the group from an executive stance to ensure that all activities and events are kept within the idea of enriching the employee experience at Sony Pictures Entertainment. Additionally I sit on the Council of Inclusion board for Sony Pictures which looks at diversity and inclusion for all divisions as well as the content that is being produced in all divisions.

Previous Positions:
Vice President, Worldwide Exhibitor Relations
Over my 14 year span in Exhibitor Relations I along with the SVP of the department helped to grow the department from a small domestic team of 4 into a worldwide team of 25 people. I was responsible for overseeing the implementation of in-theatre marketing on a global level. I oversaw the implementation of marketing for all Columbia, Screen Gems & TriStar films at the theatrical level. Included in the in-theatre marketing activation is the oversight of trailering, material placement, theatrical promotional events, operational & marketing support for Premiere events and presentations at Exhibitor Events like Manager Meetings and conventions. Included in my job was the management of large budgets for various marketing aspects on each film including trailers, printed materials, promotional items, special exhibitor events, conventions and exhibitor marketing programs both digital activation as well as in-theatre activation.

One of the projects I was tasked with in my final years with the department was the creation of a business to business website for all Sony exhibitor relations departments to customize and use around the world with their local exhibitors. A project that was completed and is now being used around the world by several of our offices.

Other duties included training new staff both domestic as well as international, strategic planning with the department SVP as well as the Presidents of Distribution & Marketing, exhibitor convention planning and execution for Sony Pictures Releasing events and the management of ten direct reports and their various needs.


Name: Wendy Armitage

Lives in: Culver City, California

Company: Sony Pictures

Occupation: Business Affairs Consultant, Director of Marketing & Distribution and Performance Coach

Desert Island Movies

Wendy's Profile Statistics

  • Since: December 2015
  • Last online: > 2 weeks ago
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