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Dwight Caines Moves Into Sony’s Top Marketing Spot

Dwight Caines Moves Into Sony's Top Marketing Spot

More and more, executives who know the digital universe are moving up the studio ranks. See Kevin Tsujihara at Warner Bros. and Amy Powell at Paramount, and now Dwight Caines at Sony. He replaces respected Columbia TriStar Motion Pictures’ outgoing theatrical marketing president Marc Weinstock, who was himself a rising star when he moved to the studio marketing department after boosting many hits at Sony subsidiary Screen Gems. (He may return to his old stomping grounds.) 

Caines started at Sony in 1997 as director of market research after helping Chase Manhattan Bank go online. He reports, along with Sony International marketing head Nigel Clark, to Sony vice-chairman and worldwide marketing and distribution chief Jeff Blake. 

Weinstock and exiting Sony publicity exec Steve Elzer are both fall guys for the studio’s recent box office slump. Did the studio’s movies really disappoint because of lackluster marketing? I don’t think so. But when a studio management team is under fire for a weak slate, they often blame the marketing chief. 

The problem with this strategy? You can only do it once.

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