Aviv had joined Fox in January 2011 as chief marketing officer and president of theatrical marketing — a title shared with Fox veteran Tony Sella, who took on the additional post of chief creative officer at that point.
During Aviv’s Fox tenure, the studio’s successes included “The Wolverine,” “The Croods,” “Rio,” “Ice Age 4,” “Rise Of The Planet Of The Apes,” “The Heat” and “Life Of Pi.” Underperfomers included “Abraham Lincoln: Vampire Hunter,” “The Watch,” “The Internship,” “Turbo,” “Epic” and Regency’s “Runner Runner.”
Aviv had been unemployed for a year when he joined Fox. He was ousted from Disney at the start of 2010 as part of Rich Ross’ extensive housecleaning of top execs. Aviv had served four years as Disney’s production chief and six years as president of marketing.
Aviv is the third top studio marketing exec to be fired within the past two months.
Marc Weinstock, prexy of worldwide marketing at Sony Pictures, was ousted less than a month ago after the studio’s disappointing summer at the box office. Weinstock, who had been with Sony since 2000, was replaced by Dwight Caines.
On Aug. 18, Relativity Media replaced marketing head Terry Curtin with New Line vet Russell Schwartz and former Marvel exec Dana Precious.
The Deadline Hollywood site first reported the news about Aviv.