Chris Pula has been named New Line Cinema’s president of theatrical marketing , as part of the company’s aggressive restructuring of itsmarketing division in advance of its high-profile 1993 release schedule.
Pula, who moves into his new post today, was previously 20th Century Fox’s senior VP marketing. He replaces departing marketing prez Sandra Ruch, who resigned last fall (Daily Variety, Oct. 23).
Although Pula’s Fox contract was not due to expire until January 1994, the studio let him leave early to take the post at New Line.
“I will miss Chris very much,” said Andrea Jaffe, Fox’s marketing prez. “He has been an important part of our marketing team, but this is a tremendous opportunity for him and I know he will be a great success.”
Pula, who will report directly to Mitch Goldman, New Line’s distribution prez , will be responsible for the day-to-day management of the marketing department, including all creative advertising, media, co-op advertising, publicity, promotions and product placement staffs.
Pula also will supervise all theatrical marketing campaigns for the company’s upcoming acquisitions and productions, which include “National Lampoon’s Loaded Weapon 1,””Teenage Mutant Ninja Turtles 3: The Turtles Are Back … in Time, “”Who’s the Man?,””Menace to Society” and “Three of Hearts.”
According to Pula, one of the strongest inducements to make the jump to New Line was the company’s almost zealous belief in movie marketing.
“New Line is a great organization by virtue of their niche,” Pula said. “Most of their product has a pretty good hook anyway. Marketing to them is such a big deal and they go about it more intelligently. By virtue of their niche, the material they produce has a hard concept behind it and it’s easily promoted. The reason they pick up a movie is the force behind the marketing.”
Pula, who was almost entirely involved in creative advertising while at Fox, also said his new position will give him an opportunity to branch out into all areas of marketing.
“I love marketing although I have a history in creative advertising,” Pula said. “What really makes this a big deal for me is to not only oversee the creative but to really have a grasp of the strategic positioning and how to launch a film. It’s really about sitting down and deciding how we should place our product on the market.”
With Fox for the last four years, Pula worked on advertising campaigns for a number of films, including “Home Alone,””Home Alone 2: Lost in New York,””The Last of the Mohicans,””White Men Can’t Jump,””Edward Scissorhands,””Die Hard 2” and “War of the Roses.”
Pula joined the studio in November 1988 as VP of creative advertising. In January 1991 he moved to Fox Broadcasting where he was a senior marketing veep, successfully boosting the series “Beverly Hills, 90210.” Later that year, he returned to Fox’s film division.