Twentieth Century Fox Consumer Products has appointed Greg Lombardo to the newly created position of vice president, location-based entertainment.
The appointment marks a significant strategic move for Fox to expand its location-based and live entertainment programs globally.
Lombardo, a veteran of the location-based entertainment space, will spearhead the international sales efforts for branded entertainment experiences based on Fox’s film and TV library. The initial focus of the effort will be in Asia, Latin America and Europe with experiences based on brands such as Ice Age, Rio, Alvin and the Chipmunks and Titanic.
“We have a clear focus on immersing our audiences with the film and television shows that they love so much, and our location-based entertainment strategy advances that desire in a meaningful way,” says Jeffrey Godsick, president, Fox Consumer Products. “Greg is an industry expert who has built programs in almost every territory across the globe and knows what it takes to be successful.”
Lombardo joins Fox after five years as creative director for BRC Imagination Arts, an international leader in immersive branded attractions. During his time with BRC, Lombardo directed the development of attractions and branded entertainment experiences for franchise that include General Motors, Pepsi and Bacardi. He also served as the creative director, writer and producer for the USA Pavilion at the Shanghai Expo 2010.
Lombardo’s experience with major Chinese brands including China Mobile, Evergrande and Zoomlion, will be valuable as Fox looks to expand in that country as well. In addition to China, Fox will also be considering expansion into Malaysia, South Korea, Brazil, U.A.E., Turkey and Russia.