Sony Taps YouTube Veteran Fede Goldenberg to Turn Online Stars Into Big-Screen Box Office

Hollywood is officially opening its doors to the digital creator class in a massive way. In a bold restructuring move, Sony Pictures Entertainment has tapped longtime YouTube executive Fede Goldenberg to take the reins at Screen Gems. Under his direction, the storied division will pivot its core strategy toward building theatrical releases starring and crafted by internet-native storytellers. Goldenberg steps into the top job as outgoing Screen Gems president Ashley Brucks, who guided the banner since 2023, transitions into a full-time producing role. The executive shuffle marks a decisive turn for the studio. Rather than treating online personalities as mere marketing stunts, the studio is betting that the next wave of cinema ticket buyers will follow top internet figures straight into multiplex seats.

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Goldenberg arrives at the movie lot with fifteen years of experience inside the world's largest video platform. During his tenure at YouTube, he served as a crucial bridge between digital video disruptors and traditional entertainment powers. His work included managing early digital networks like Maker Studios and Fullscreen during the initial explosion of online creator culture. Beyond managing talent networks, Goldenberg also helped steer major legacy entertainment partnerships, including the landmark agreement securing the Oscars broadcast for YouTube starting in 2029. That deep footprint across both digital video communities and Hollywood dealmaking gives him unique leverage as legacy studios hunt for younger demographics.

BUZZBEAT

Under Goldenberg, Screen Gems is setting a very specific mandate: theatrical first. Even though Sony maintains an active Pay-1 streaming licensing agreement with Netflix, the newly refocused unit will prioritize theatrical films developed directly with creators. The plan is not to dump creator projects straight onto streaming queues, but to give online storytellers full cinematic rollouts. By elevating online storytellers into traditional cinema slates, the studio is wagering that digital fandom can translate into real-world box office dollars. The experiment signals that major studios now view internet creators not just as promotional noise, but as the future of feature film development.