Disney adds marketing chief during studio revamp

Walt Disney Co. is in the midst of revamping its film studio and announced Wednesday that it hired MT Carney as the president of marketing for Walt Disney Studios.

Walt Disney Co. is in the midst of revamping its film studio and announced Wednesday that it hired MT Carney as the president of marketing for Walt Disney Studios. Carney, previously the co-founder of communications planning company Naked NY, will "oversee all aspects of worldwide marketing and distribution, including all creative, media, online development, publicity and promotions, for movies released under Disney's banners," according to The Hollywood Reporter.

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.

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