Recent management changes at Disney and Universal putting seasoned marketing executives in charge of production are only the latest indication that marketers are Hollywood's new power brokers. Only a few years ago studio marketing executives were being handed films to market that had been developed and produced with little or no thought being given to how they would be sold to moviegoers. [...] when marketing campaigns failed to produce boxoffice success, the studio executives who green lit these movies and the filmmakers who made them would typically blame the marketers for not having achieved better results.

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