Magazine article Variety

The Big Picture

Magazine article Variety

The Big Picture

Article excerpt

FILM

A New World in Marketing

Aviv's ouster is the latest in a sector that prizes global savvy

If three is a trend, then firing marketing chiefs in Hollywood is all the rage.

Twentieth Century Fox's Oren Aviv became the third top marketing exec to be ousted in the past two months following Sony's Marc Weinstock and Relativity's Terry Curtin. Now, chief creative officer Tony Sella looks to be following Aviv out the door.

Upon Aviv's exit, Fox promoted two international execs, Paul Hanneman and Tomas Jegeus, to run worldwide marketing and distribution - reflecting the importance of the global release of movies in an era when 75% of a film's gross receipts can come from abroad.

In Fox's case, that reality was underscored by the $2 billion "Avatar" grossed outside the U.S.

Our Take: Marketing execs, who often take the bullet for B.O. blunders, are under pressure to effectively sell movies around the globe, not just around the corner. …

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