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Meet Sony Pictures’ New Chief Of Marketing – Dwight Caines (Good Luck!)

Meet Sony Pictures' New Chief Of Marketing – Dwight Caines (Good Luck!)

Wish the brother good luck. He’s going to need it!

It’s no secret that Sony
had a lousy summer season. After
and Elysium were both box office
disappointments, though the overseas take for both films will soften the blow. 

Also, White House Down and Smurfs 2 were busts, with the only real
moneymaker the studio had being the way-from-left-field-where-in-the-the-hell-did-that-come-from unexpected hit This Is The End.

Needless to say, in the cutthroat world of the film industry, somebody’s head was going to roll, and this time the ax fell on Marc Weinstock, who was president of theatrical marketing for Sony Pictures. He was “ousted” after one of the studio’s largest stock shareholders, Daniel Loeb, had some blistering public
criticism at studio management for a lack of accountability and profitability in
the studio division.

And so last week it was announced by Sony that the next victim… I
mean person
chosen to be the new head of worldwide marketing for the studio is Dwight Caines, who was previously Sony’s
head of digital marketing since 2005.

He will now continue overseeing the studio’s digital marketing, as well as Sony Pictures theatrical marketing.

Caines started his career at Sony back in in 1997, as director
of markerting research, and before that he was at Chase Manhattan Bank where he helped develop their online banking

Wish him well. 

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If Sony has learned anything, it makes more sense to invest in moderately budgeted films instead of these $100 million-plus spectacles. Despite the fact that the One Direction film made almost 1/3rd of its box office in the first day of release, it still grossed roughly three times its $10 million budget.

Unless Sony starts being more fiscally responsible, the best that Caines can do is market the hell out of the big budget flicks and hope for a huge first weekend.

Walter Harris Gavin

Question: Will he have any input as to the kinds of films that the studio green lights? If what you produce is a turkey, no amount of marketing is going to make that turkey into a peacock. There is a growing NU World audience that is under served. That is where the opportunities lay.

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