Variety reports that Paramount has created a mobile unit to "spearhead its efforts to license, develop and distribute content for cell phones." Sandi Isaacs, the studio's senior VP of mobile and interactive, is in charge of the unit.

Paramount has already brought on three execs to work with Isaacs on growing its worldwide mobile footprint: Madeline Herdrich former senior director of consumer biz dev at AT&T, is Paramount's new North American VP of mobile; Pradeep Mittur, a former mobile entertainment exec at Disney, will head up the Asia-Pacific activities, and Giovanni Marcuca, who was in charge of Sony Pictures' direct-to-consumer mobile efforts, has been tapped to lead Paramount's mobile efforts in Europe, Middle East and Africa, according to the Variety post.