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Posts Tagged ‘MT Carney’

‘John Carter’ is a Flop and Marketing Takes a Chunk of the Blame

So John Carter is a bust. It cost $350 million to make this movie and market it. It brought in $30.6 million in the U.S. over the weekend (though it was a hit in Russia). The Lorax, which had mediocre reviews and was harshly criticized for some egregious product tie-ins, earned $40 million in its second weekend.

Because of the movie’s pedigree — it’s a Disney flick from Andrew Stanton, the creator of blockbusters like Toy Story, Finding Nemo, and Wall-E — John Carter should have ruled the box office. But there were indications that things were not going to go well.

The New York Times points out some of the issues during the movie-making process including Stanton’s inexperience with live-action film-making and the studio’s decision to give him as much freedom as he wanted. And one of the big missteps was the marketing approach for the film.

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Roll Call: Former ABC News Reporter Joins Ogilvy PR

Emmy-winning business journalist Betsy Stark is joining Ogilvy Public Relations as MD of content and media strategy, a new position at the firm. In this role, Stark will provide clients with counsel on media strategy (including social media) and help produce original content. Stark, who’s also a Peabody award winner, was previously an ABC News reporter, making appearances on shows including GMA and World News. She also covered the Obama inauguration and other current events issues during her 12 years there. She has been working with Ogilvy for the past year on a consultant basis.

Disney‘s president of movie marketing, MT Carney, has left the company after just 20 months. She worked on films including The Help and Cars 2. Immediately prior to her departure, the New York Times published a lengthy article about Carney’s struggles to overcome her “outsider” position in a role the paper calls “Hollywood’s most influential marketing position.” Prior to joining Disney, Carney was founder of the New York advertising firm, Naked NY.

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