By Anne Thompson | Thompson on Hollywood June 11, 2014 at 1:55PM
When you have a brand to sell, then sell the hell out of it. Tim League is adding a Chief Brand Officer to his burgeoning Alamo Drafthouse exhibition and distribution enterprise. Christian Parkes is joining the Alamo Drafthouse Cinema staff as Chief Brand Officer, effective June 16th. He will oversee the branding and strategy of Drafthouse Media, Drafthouse Films, Fantastic Fest, Mondo and Rolling Roadshow.
Parkes, a dedicated cinephile, has a strong brand management background at Puma, Nike, Levis and most recently the Nasty Gal apparel brand, taking CEO Sophia Amoruso’s debut book to #2 on the New York Times Best Seller List. Parkes cofounded the LA genre film festival Beyond Fest with the American Cinematheque, and worked with League to produce both the 2010 Levi’s Rolling Roadshow Tour and the 2008 Nike Ultimate Shining Experience at the Timberline Lodge.
“I first met Christian at a screening of 'Stand By Me' we were hosting in Brownsville, Oregon in 2007," stated League. "We’ve been friends ever since and have worked together whenever possible. I am excited that the Alamo Drafthouse brand has grown enough to be able to lure him away.”
“What Tim neglected to say is that when I met him he was participating in a pie eating competition sporting a stars and stripes unitard and a matching red and blue Mohawk," said Parkes. "By all accounts, it was just another day at the office. From that moment, I knew Alamo Drafthouse was the brand for me.”