On April 1, 2015, according to "Deadline", Lions Gate announced it has created its new label, Lionsgate Premiere. This new label will handle up to 15 releases a year, targeting young audiences at theaters and digital outlets. The new label, part of the company's diversification effort, will incorporate Lionsgate and Summit Entertainment titles and then specialize in "innovative multiplatform and other release strategies" to reach "affinity audiences with branded content and targeted marketing." Marketing and Research SVP Jean McDowell will handle marketing, with distribution to be run by Adam Sorensen, who currently manages Western Sales.