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Umbrella entertainment cements New Zealand presence

Former New Zealand Film Commission head of marketing Jasmin McSweeney appointed head of sales and acquisitions (NZ).

Jasmin McSweeney.

Tue, 23 Jan 2024

Umbrella Entertainment has announced the expansion of its sales and acquisitions team with the appointment of former New Zealand Film Commission (NZFC) head of marketing Jasmin McSweeney as head of sales and acquisitions (NZ).

Umbrella is one of Australia’s leading independent film distributors and boasts an impressive legacy of distributing film content across multiple platforms, including theatrical, VOD, home entertainment, TV and ancillary. More recently, Umbrella has released acclaimed films such as The Babadook, Talk to Me, and Run Rabbit Run. In November, Umbrella launched Brollie, a free online streaming service with more than 300 titles available, with plans to expand its New Zealand library.

Based in Wellington, New Zealand, McSweeney will play a pivotal role in expanding Umbrella Entertainment’s footprint in the region. Reporting jointly to Jeff and Ari Harrison, her responsibilities include spearheading the growth of Umbrella’s presence in New Zealand through the acquisition of local content for theatrical distribution. She brings a wealth of experience, having held key roles at the NZFC since 2005.

McSweeney resigned from her role as head of marketing at the New Zealand Film Commission in early December 2023, a position she had held since 2013. She joined the NZFC in 2005 as sales and marketing executive. More recently, she has been involved with campaigns for this year’s IFFR opening night film, Head South and Never Look Away, which will world premiere in Sundance. In 2014/15, she oversaw the NZFC’s four-year digitisation programme, and launch of NZ Film on Demand, the organisation’s TVOD platform.

In 2017, McSweeney received the Industry Award for Excellence from the New Zealand Motion Picture Industry Council and in 2021 was made a Member of the New Zealand Order of Merit for services to film. McSweeney has been a director of the Independent Film & Television Alliance board since 2022.

McSweeney said she was thrilled to join Umbrella Entertainment: “Umbrella’s commitment to quality content and innovation in the entertainment industry is truly inspiring. I look forward to fostering meaningful partnerships and contributing to [its] continued success and growth in the New Zealand market.”

Making the announcement, Umbrella’s general manager Ari Harrison said: “Umbrella couldn’t be more excited to have Jasmin take the lead on our New Zealand footprint. Jas is such a massive part of the New Zealand film industry and we feel privileged for her to join our team. Her passion and support of both emerging and established local creatives, across big and small productions, aligns with Umbrellas vision as we bring these stories to audiences!”

McSweeney will commence her role with Umbrella on February 5.


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Umbrella entertainment cements New Zealand presence
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