Miramax maximizes marketers

Gill, Brooks upped, will o'see marketing of diverse slate

HOLLYWOOD — Miramax Films has restructured its marketing division, making exec veep David Brooks and Miramax L.A. president Mark Gill the heads of marketing for the company.

The move follows Dennis Rice’s departure from the company for personal reasons.

Both execs will have teams working under them that will be assigned to the company’s diverse slate of pictures.

The reorganization is designed to maximize the company’s ability to market a wide variety of movies –from foreign-language and niche arthouse pics to commercial films aimed at the broadest audience.

The changes, which take effect immediately, include rehiring Matthew Cohen as senior veep of marketing and creative advertising.

Brooks’ group will handle some 15 Miramax titles per year and the company’s Oscar campaigns. Miramax co-chairman Harvey Weinstein said Brooks’ new role “recognizes his long-standing commitment to the company as well as his strong creative and management skills.”

Brooks’ team includes Cohen, who will have responsibility for trailers, TV and radio spots as well as print creative advertising. Cohen served as the company’s veep of creative advertising from 1994 to ’96, working on such pics as “Pulp Fiction,” “Muriel’s Wedding” and “The English Patient.” He has since been a consultant to Miramax.

“We’re thrilled to have someone of Matthew’s creative stature, taste and knowledge back with the company,” said Weinstein.

Also in the new team is David Kaminow, senior veep of marketing, who continues to handle marketing on specific films, and who also works directly on the company’s Academy Awards efforts and oversees all market research, along with director of research Pauline Sealey-Kitazato.

Lorin Prince, senior veep of marketing and special projects, oversees marketing on specific films and guides all Miramax and Dimension projects through the MPAA ratings process, which includes advising filmmakers on ratings issues and film content.

Brooks’ team also includes Gary Faber, director of marketing.

Gill will continue to be involved in co-productions, acquisitions, overseeing the company’s L.A. office as well as release schedule planning, along with worldwide distribution chairman Rick Sands and domestic distribution senior exec veep Mike Rudnitsky.

His team, which will work on some 10 pics per year, includes Jason Cassidy, veep of marketing; Alexis Hilton, director of marketing; and Rachel Tendler, director of advertising, who also continues to oversee the company’s newspaper advertising efforts.

On co-productions to which Miramax has international rights, Brooks and Gill will jointly serve as liaisons with the company’s domestic releasing partners.

“This organizational structure is an outgrowth of a small-group system we tried informally this spring with ‘Spy Kids’ and ‘Bridget Jones’s Diary’ — with tremendous results,” said Gill. “Having proven just how well it can work, we’re moving quickly to implement the structure across the entire marketing department. And, of course, Bob and Harvey will remain heavily involved in marketing on all Miramax and Dimension films,” he added.

“This approach takes many of the talented executives we’ve had for years, adds in a few new stellar players and allows each to maximize impact on a focused number of films,” Brooks said. “Notwithstanding this division of efforts, Mark and I will continue to bounce ideas off each other as we have with great success over the last seven years.”

Several executives, and their teams, will continue to serve all three marketing groups. They include Lori Sale, senior veep of worldwide promotions; Shannon McIntosh, senior VP of broadcast video & post-production; Caryn Picker, VP of broadcast marketing, handling audiovisual media planning and buying; Jacinta Orlando, VP of creative advertising, who handles marketing audiovisual post-production; Pauline Sealey-Kitazato, director of market research; and Kenn Doza, VP of creative advertising.