Legendary Entertainment Names Emily Castel Chief Marketing Officer

Legendary bought Castel's FIVE33 in May

Emily Castel has been named Legendary Entertainment’s chief marketing officer, seven months after the company said it would buy FIVE33, the marketing agency she founded.

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.

SEE ALSO: ‘Godzilla Encounter’ Teases Return of Japanese Icon on Big Screen

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 recently hired Simon Crane to direct and Paul Attanasio to pen a “Hot Wheels” feature based around Mattel’s popular toy cars.

“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.

SEE ALSO: ‘Godzilla’ Ready to Roar at Comic-Con as Legendary Promotes Its Next Creature Feature

Popular on Variety

More Film

  • Gully Boy to represent India in

    'Gully Boy' to Represent India In Oscars Race

    The Film Federation of India has chosen Zoya Akhtar’s “Gully Boy” as its entry in the Academy Awards’ international feature film category. The picture, a coming of age tale about an aspiring rapper in Mumbai’s Dharavi slum premiered at the Berlin film festival in February before opening to a wave of acclaim at home in [...]

  • Lucy-Lost

    Cartoon Forum: 30th Anniversary, Little Giants and New Generations

    TOULOUSE, France –  Celebrating its 30th anniversary, Cartoon Forum wrapped Sept. 19 having showcased the ever-growing strength of European animation. 85 projects were pitched from 24 countries at the co-production forum platform that played host to north of 1,000 investors, distributors and producers – a record number. Falling on French-speaking Belgium – Wallonie-Bruxelles – whose [...]

  • Renee Zellweger Rufus Wainwright Sam Smith

    Renée Zellweger: Judy Garland Was 'My Childhood Hero'

    Awards buzz is building around Renée Zellweger for her performance as Judy Garland, emerging as a frontrunner in the Oscar race for best actress. But for her, the real prize was paying tribute to Garland, of whom she’s been a lifelong fan. “Nobody was prettier, nobody sang prettier…the adventures she had, [she was] my childhood [...]

  • Topic Studios

    Layoffs Hit Topic Studios as TV Division Relocates to West Coast (EXCLUSIVE)

    A small round of layoffs has hit Topic Studios this week in the television division, insiders familiar with the company told Variety. One of the insiders said three executives at the New York-based producer and distributor are out: senior vice president of scripted programming and Viacom alum Lisa Leingang, vice president of development Mona Panchal [...]

  • 'Downton Abbey' Music Gets 'Bigger, Better,

    As 'Downton Abbey' Hits the Silver Screen, the Music, Too, Gets 'Bigger, Better, Grander'

    When “Downton Abbey” fans hear that familiar strings-and-piano theme, a Pavlovian response ensues: Get to the television immediately, because you don’t want to miss a minute of the addictive Crawley family melodrama to follow. This week, with the “Downton Abbey” movie reaching theaters on Friday, fans can’t wait for their fix of Lady Mary and [...]

  • 45 Seconds of Laughter

    Film Review: '45 Seconds of Laughter'

    “Everyone is worth more than their worst act,” said Roman Catholic sister and anti-death penalty advocate Helen Prejean, and it’s with these words that “45 Seconds of Laughter” closes. It’s an apt sentiment on which to leave Tim Robbins’ sincerely felt documentary study of the therapeutic acting workshops run by his own theater company in [...]

More From Our Brands

Access exclusive content