Aviv to Head Marketing at Buena Vista

As part of its strategy to focus on fewer, bigger movies, Walt Disney Corp. has appointed Oren Aviv to the new position of senior vice president of marketing and creative advertising for Buena Vista Pictures. Aviv, a six-year Buena Vista veteran, will oversee trailers and other advertising for 20 to 25 movies per year.

While Disney maintains a separate marketing staff for animated releases, Aviv will be in charge of marketing for the Hollywood Pictures, Touchstone and Walt Disney imprints. Previously, this work was divided among three separate teams.

"He's a big part of our success. He creates an awareness of a movie long before its release in a very classy, unique way," said producer Jerry Bruckheimer, who's worked with Aviv on such films as last year's "The Rock" and the current "Con Air."

Aviv--who will report to John Cysinski, Buena Vista's marketing president--said Disney will focus on touting movies up to a year in advance of their release. "We have bigger stars and bigger budgets. So we have higher expectations now for each picture," he said.