Executives Lon Moeller and Alan Baral have acquired ownership of Open Road Entertainment from Jeff Smith, as of January 1. Moeller and Baral will continue delivering creative services in the theatrical and broadcast industry while adventuring into new realms of entertainment advertising.

Some of the award-winning company’s recent theatrical campaigns include Silence, A Monster Calls, Boss Baby, and Before I Fall. Also, the company launched seven of the 10 highest-rated new broadcast TV series of 2016-2017, including This is Us with NBC, 24: Legacy with Fox and Speechless with ABC along with mid-season hit The Mick with Fox. Also, cable series, The Arrangement with E! and Lego Star Wars: The Freemaker Adventures with Disney XD, and streaming series, The Get Down with Netflix.

Before becoming president of Open Road Entertainment, Baral served as co-owner and president of New Wave Entertainment, a diversified creative services, production, and talent management company. During his 16-year tenure at New Wave, he oversaw all aspects of company strategy and operations, including development and production. He provided leadership to hundreds of full-time employees who regularly created award-winning content and best-of-class promotion. The highly regarded veteran executive and entrepreneur was profiled in Judith Glaser’s best selling organizational management book, The DNA of Leadership.

Moeller began his career as a theatrical editor and transitioned to The CW, where he worked as a producer/editor and creative director for ten years. Moeller spearheaded marketing campaigns such as Supernatural, Vampire Diaries, 90210, and Gossip Girl. He started the broadcast division at Open Road Entertainment in September 2012, integrating a broadcast division into a world-class theatrical marketing agency.

Moeller has directed the talents of Open Road’s theatrical team toward creating broadcast work, partnering with top networks including 20th Century Television, ABC, Bravo, CBS, The CW Television Network, Disney Channel, Disney XD, E!, Fox, Lifetime, MTV, NBC, STX Entertainment, Warner Bros. Television and WGN America.

Baral and Moeller are both executive members of PromaxBDA, and this is Moeller’s third year on the PromaxBDA Awards Committee.


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