Oren Aviv has been tapped to serve as Fox's chief marketing officer and president of domestic theatrical marketing, the studio announced on Tuesday.
TheWrap previously reported that the former Disney executive was weighing joining the studio last month.
See Previous: Exclusive: Oren Aviv in Talks to Take Fox Marketing Position
He will work alongside Tony Sella, president of Domestic Theatrical Marketing, and creative officer. Together the two will oversee all elements of Twentieth Century Fox's domestic marketing efforts. Aviv replaces longtime marketing president Pam Levine.
He will report to Fox Filmed Entertainment Chairmen and Chief Executive Officers Tom Rothman and Jim Gianopulos.
“Oren is one of the most talented film executives and marketing minds in our entire industry.” Rothman and Gianopulos said in a joint statement. “He is experienced yet innovative, determined and energetic, a proven leader and winner who is steeped in both traditional and cutting edge new media issues."
In an interview with TheWrap, Aviv said that marketing was where change was most rapidly happening in the movie industry.
"As marketing drives people to engage, upload and download movies – this (marketing) is the eye of the storm," he said.
"Everything is movie marketing," he continued, "The film’s title. An announcement about casting. A script reviewed on a fan site. A director attaching himself to him or her project... So much information is available now. So we need to find ways to harness and use technology."
Aviv is best known for his two decades as a top executive at Disney, where he rose to become president of motion picture production, overseeing live-action development and feature film production.
He first came to prominence as Disney's president of marketing from 2000 to 2006, and later chief creative officer. During that time, he ran the campaigns for "Pirates of the Caribbean," "Chronicles of Narnia" and "National Treasure" franchises.
Aviv left Disney last January, as part of a palace cleaning once Rich Ross took the studio reins from Dick Cook. He was one of the last remaining major studio executives in place from the Cook regime.
Aviv starts his new job on February 7.
Full release below:
LOS ANGELES (January 11, 2011) __ Oren Aviv has been named President of Domestic Theatrical Marketing and Chief Marketing Officer for Twentieth Century Fox (TCF). Aviv will work alongside Tony Sella, who is President, Domestic Theatrical Marketing, and Chief Creative Officer. Fox Filmed Entertainment Chairmen and Chief Executive Officers Tom Rothman and Jim Gianopulos, to whom Aviv and Sella will report, announced the hiring today.
“Oren is one of the most talented film executives and marketing minds in our entire industry.” said Rothman and Gianopulos. “He is experienced yet innovative, determined and energetic, a proven leader and winner who is steeped in both traditional and cutting edge new media issues. We feel lucky indeed to have attracted someone of Oren’s wide-ranging capabilities and vision as we look to reshape modern movie marketing for the coming era.
