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Management company Principal Entertainment is forming a film production division, hiring Susana Zepeda to run it.

Principal, which reps the likes of Seth Rogen, Alan Arkin, Tom Wilkinson and Sandra Oh, is run by partners Estelle Lasher, Marsha McManus, Larry Taube, Meg Mortimer and Liz Robinson.

The pic production unit is the first dedicated division in the company's 15-year run. While some Principal managers have been involved as producers on client projects, the intention is to grow that business in film and TV.

Zepeda had been president of Fox-based Winter Road Prods. and prior to that worked in development for Martin Scorsese and Gregory Nava. She will also act as a manager, signing Rod and Bruce Taylor, who scripted "The Brave One" and Fox Atomic development project "The Surrogate."