SOHMER : TV OFFICIAL WILL HEAD COLUMBIA

Steve Sohmer, a 43-year-old television executive once described as the “P.T. Barnum of network promotion,” has been named president and chief operating officer of Columbia Motion Pictures, a spokesman for the studio confirmed Wednesday afternoon.

Sohmer, who has no experience in producing or marketing motion pictures, will oversee the studio’s entire slate of films.

The announcement caught much of the industry off guard. Sohmer, who since September of 1984 had been executive vice president at NBC in charge of the network’s advertising and promotion departments, had been approached earlier by Columbia, but had apparently decided at that time to stay at NBC.

“About four weeks ago Steve advised his superiors that he was very close to accepting a position, but then he decided to stay,” said an NBC spokesman. “The rumor was he was going when the rumor should have been he was in discussion.”

However, talks with Columbia had continued and an agreement was reached early this week. Sohmer will oversee production for the studio which has had a disappointing summer at the box office with releases including “Perfect,” “The Bride” and “St. Elmo’s Fire.”

He will report to Guy McElwaine, who was recently promoted to chairman and chief executive of Columbia. In a prepared statement, McElwaine called Sohmer “an extremely accomplished executive who will be a great asset in all areas of our company.”

Sohmer, who was with CBS for five years before joining NBC in 1982, was known for his distinctive touch in promoting new programs for both networks.

He is the latest in a crop of former television executives--including 20th Century Fox Chairman of the Board Barry Diller, Disney Chairman of the Board Michael Eisner and Tri-Star Pictures President Jeff Sagansky--to make the transition from televison to the motion picture business. Sagansky, who worked with Sohmer at NBC described him as “one of the best and most creative executives I’ve worked with.”