The Wall Street Journal reported on the hire, and outlined the new strategy for Walt Disney Studios, from studio chairman Rich Ross:
Since taking over Walt Disney Co.'s film unit in October, 2009, Mr. Ross has made it clear that he intends to take a new approach to creating, distributing and marketing films. The concept is to treat movies as brands, with a unified team of executives assigned to shepherding a given title through its entire life cycle.
That is a departure from the typical Hollywood approach, in which different departments are tasked with marketing and distributing movies during different phases of their commercial cycles. One group of employees, for instance, would oversee marketing for a movie's theatrical run, while others would be responsible for home-video promotion.