Disney taps Joyce BV marketing veep

New exec made major contribution to publicity campaigns, Ammer sez

Continuing a process of restaffing and reorganizing its marketing and publicity arms, the Mouse House has promoted Mae Joyce to veep of national publicity for Buena Vista Pictures Marketing.

Joyce joins Denise Greenawalt as VP of national publicity; the two will divide Disney films down the middle. Both report to Heidi Trotta, senior vice prexy of promotions and field marketing, and Geoffrey Ammer, co-prexy (with Oren Aviv) of Buena Vista Pictures Marketing.

In her new role, Joyce will be responsible for strategizing, coordinating and administrating all aspects of national publicity for films released under all three of the Disney banners: Walt Disney Pictures, Touchstone Pictures and Hollywood Pictures.

Ammer said, “Mae has made a major contribution to our publicity campaigns over the past three years and has proven herself to be a valuable member of our team. Her experience in both field and studio publicity as well as her excellent relationships with filmmakers makes her a great choice for this new position.”

Joyce joined the Mouse House in November 1996 after two years as a publicist with Warner Bros. During her tenure at Disney, she has served as director of national publicity, working on campaigns for films such as “The Sixth Sense,” “The Horse Whisperer,” “Six Days, Seven Nights,” “Rushmore” and “Enemy of the State.”

Joyce is overseeing campaigns that include “The Straight Story,” “The Insider,” “Bicentennial Man” and “Cradle Will Rock.”

At Warner Bros., Joyce coordinated field activities for more than 25 agencies nationwide and all national press junkets. She implemented national promotions and publicity campaigns for pics including “Space Jam,” “Tin Cup,” “Twister” and “Batman Forever.”

Before joining Warners, Joyce worked for the Ernest S. Johnson Advertising Agency in Washington, D.C., for more than six years. She served in all areas of regional publicity for movie clients such as Buena Vista Pictures, Warner Bros., Sony Pictures, Gramercy, New Line and Orion.