Mr. Shelby has over 20 years experience as an Advertising and Marketing Executive specializing in Entertainment and Media. He has proven ability to drive Marketing initiatives in highly diverse cultures and geographic regions. Uses advanced skills in developing and managing relations with a wide range of constituencies to produce outstanding results within short time frames. Mr. Shelby is a seasoned professional, decision maker and motivated leader who succeeds in meeting and exceeding corporate objectives.
As the Senior Vice President, Theatrical Marketing for New Line Cinema, Mr. Shelby led executive team in all facets of theatrical domestic marketing, including publicity, promotions, media, interactive, creative advertising, talent, and filmmaker relations on all releases, including ‘The Lord of the Rings’ Trilogy, ‘Austin Powers’ Trilogy, ‘Rush Hour 2’, & The ‘Blade’ Trilogy. He supervised a bi-coastal staff of eighty and oversaw budgets up to $50 million per film.
" Some of Mr. Shelby’s accomplishments include: "
- Spearheaded New Line’s first Oscar for Best picture for ‘Lord of the Rings: The Return of the King’; grossed over $377,027,325 domestically, then number two on the all-time list.
- Directed the information for Theatrical Marketing Campaign strategies to multiple New Line divisions (International, Home Video, etc) to ensure a united effort. Lowered the creative cost for each division in excess of $100 thousand on each film.
- Supervised the Audio-visual campaign for one of the most successful independent films ever, ‘The Blair Witch Project’; produced for $60 thousand and grossed $140 million.
- Led the resurgence of the beleaguered MGM/UA, with such hits as ‘Get Shorty’ ($72 million gross), ‘The Birdcage’ ($124 million gross), ‘Stargate’ ($71 million gross), and ‘The World is Not Enough’ ($125 million gross).