Twentieth Century Fox has promoted marketing execs Pamela Levine and Tony Sella to co-presidents of domestic theatrical marketing, less than a week after Alan Cohen ankled the post.
“In Tony and Pam, we find a tremendous balance of creative and strategic thinking,” said vice chairman Robert Harper. “This should go a long way in taking advantage of existing strengths as well as finding methods of improving our marketing machine.”
Levine, who joined Fox in 1995, was senior VP, marketing planning and research. In that post, she has overseen and analyzed market research on domestic releases and crafted upfront marketing strategies. She previously worked as VP of entertainment marketing at consulting firm MarketCast.
Sella joined Fox in 1991 and has headed the domestic creative marketing group as exec VP, marketing and creative director. He began work in advertising in 1980 at Diener Hauser Bates in New York City and later served as VP, creative services, for Walt Disney, Touchstone and Hollywood Pictures.
Fox noted that senior staff at its marketing group has remained in place for several years and scored successes with “Ice Age,” “Moulin Rouge,” “Planet of the Apes,” “Dude, Where’s My Car?,” “X-Men,” “Cast Away” and the two “Dr. Dolittle” pics.
Cohen, whose background was in TV, left the slot last week after only three months, explaining that the job had not matched his initial expectations.
Fox is in the midst of prepping for the May 16 opening of “Star Wars: Episode II — Attack of the Clones,” widely expected to be the year’s top performer. The studio is also releasing “Unfaithful” on May 10, “Minority Report” on June 21 and “Like Mike” on July 3.
Levine and Sella strongly endorsed the concept of a co-presidency, citing their complementary skills in applying strategy, research and creativity to the complexities of the marketplace on such projects at “X-Men.” “It’s a process of first agreeing on what we’re selling and then executing,” Sella said.
Levine said the teaming makes sense because of the need to make last-minute adjustments in campaigns as well as formulating long-term plans.