Mubi Appoints Netflix Exec as Head of Communications

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  Published in Business and Finance on Sunday, March 22nd 2026 at 23:26 GMT by Variety
      Locales: UNITED STATES, UNITED KINGDOM

New York, NY - March 23rd, 2026 - Mubi, the globally-renowned streaming platform celebrated for its curated selection of arthouse, independent, and classic films, today announced the appointment of Vj Curr as its new Head of Communications. This strategic hire underscores Mubi's ambitious trajectory as it seeks to solidify its position as the premier destination for discerning film lovers across the globe.

Curr arrives at Mubi with a formidable pedigree, honed over years at the forefront of entertainment publicity. He joins the platform directly from Netflix, where he served as Director of Communications, spearheading publicity campaigns for some of the streaming giant's most culturally impactful and critically acclaimed series. His portfolio boasts titles like the Emmy-winning 'Beef,' the captivating chess drama 'The Queen's Gambit,' and the global phenomenon 'Squid Game' - projects that not only achieved massive viewership but also sparked widespread cultural conversation.

Before his tenure at Netflix, Curr made a significant impact at A24, the independent entertainment company known for championing unique and visionary filmmakers. At A24, he played a key role in building the buzz and establishing the critical acclaim surrounding films such as the Academy Award-winning 'Everything Everywhere All at Once,' the groundbreaking 'Moonlight,' and the atmospheric horror film 'The Witch.' This experience positions him perfectly to understand and amplify Mubi's distinct brand identity.

"Vj's deep understanding of the film landscape, combined with his passion for storytelling and communications, makes him the ideal fit for Mubi," stated Mubi's CEO, Janine Fischer. "We are at a pivotal moment of growth, and his expertise will be invaluable as we continue to expand our library, reach new audiences, and cultivate a vibrant community of cinephiles."

Mubi's Expanding Role in a Crowded Streaming Landscape

While the streaming market remains increasingly competitive, Mubi has carved a unique niche by deliberately eschewing the algorithm-driven, mass-market approach favored by many of its rivals. Instead, Mubi curates a rotating selection of 30 films, offering a daily cinema experience - a new film each day - and a carefully chosen back catalog. This deliberate strategy attracts a dedicated audience seeking quality over quantity.

The appointment of Curr signals that Mubi is not content with simply maintaining this niche. The company is actively investing in original content and expanding its distribution footprint. In the past year, Mubi has significantly increased its investment in film production, co-producing several critically acclaimed independent features and documentaries. They've also expanded their presence in international markets, launching localized versions of the platform in several key territories.

The Challenge of Communicating Curation

One of the biggest challenges for Mubi, and for Curr, will be effectively communicating the value of curation in an age of limitless content. While mainstream streaming services focus on attracting viewers with sheer volume, Mubi's appeal lies in the quality and artistry of its selections. Curr's expertise in shaping narratives and building anticipation will be crucial in highlighting the unique stories behind the films Mubi showcases and in attracting a broader audience to the platform's distinctive offerings.

Analysts predict that Mubi will increasingly focus on highlighting the 'discovery' aspect of its platform. With Curr at the helm of communications, expect to see campaigns emphasizing the opportunity to explore cinematic gems often overlooked by larger streaming services. This could include initiatives like director spotlights, retrospective series, and exclusive interviews with filmmakers. Furthermore, leveraging the strong existing Mubi community and fostering a more direct dialogue with subscribers will likely become a central pillar of the communication strategy.

Looking ahead, Curr's experience with global hits at Netflix will be particularly valuable as Mubi aims to broaden its international reach. Successfully translating the nuanced appeal of arthouse films to diverse cultural contexts requires a deep understanding of local media landscapes and audience preferences - a skill set Curr has demonstrably proven.

Ultimately, Vj Curr's arrival at Mubi represents a significant investment in the platform's future. By bringing in a seasoned communications professional with a proven track record of success, Mubi is signaling its commitment to not only curating exceptional films but also to telling the stories that bring them to life.