Legendary bought Castel's FIVE33 in May
Castel, considered by many to be one of Hollywood’s top marketing minds, quietly announced the new position through her LinkedIn profile Sunday morning.
The appointment of Castel as CMO was planned as part of the purchase, especially as Legendary ramps up a slate of films it will distribute through its new partner, Universal, Variety has learned Castel reports to Legendary president and chief creative officer Jon Jashni.
Over the past several years, FIVE33 has specialized in helping studios eventize their films around the world through experiential marketing campaigns. In 2011, it built a massive pirate ship at Hollywood & Highland and ships in a bottle for malls on the east coast to hype Disney’s “Pirates of the Caribbean: On Stranger Tides.” This summer, it promoted “Pacific Rim” and produced the “Godzilla Encounter” at Comic-Con in San Diego for Legendary, introducing the giant lizard that will appear in the company’s tentpole next summer.
Castel also worked with Paramount and Universal on high-profile campaigns for “Star Trek Into Darkness” and “Oblivion.”
She will now focus full time on the marketing campaigns for Legendary’s films, which include big-budget tentpoles like “Godzilla,” which Warner Bros. will still release, “Seventh Son;” “Warcraft,” based on the “World of Warcraft” videogames; “Hot Wheels,” Warren Ellis’ “Gravel;” “Mass Effect” also based on the game; and Guillermo del Toro’s thriller “Crimson Peak.”
“Legendary now has a world-class strategic marketing team and contributor who will be accretive to our ongoing effort of delivering high-quality content to audiences everywhere,” said Jashni, when announcing the intent to buy FIVE33 this summer. “FIVE33’s unique skill set and pedigree will be of enormous benefit to Legendary as we deliver the full potential of our brand experience and IP slate.”
Castel founded FIVE33 in London in 2007. It also had an office in Venice, Calif.
FIVE33 was officially folded into Legendary in October. Castel previously worked for Aegis Media as global head of brand experience, and marketing director of Lego Lifestyle.