full article at:Disney has taken the unusual step of hiring veteran consultant Valerie Van Galder to handle the marketing of the fourth movie in its flagship film franchise, "Pirates of the Caribbean: On Stranger Tides."
Considering its importance, the move is likely to be perceived in the industry, fairly or not, as a sign that Disney lacks full confidence in marketing chief M.T. Carney, a newcomer to the movie business. Disney has had a tough summer with live-action films, with two of its disappointments -- "Prince of Persia: The Sands of Time" and "The Sorcerer's Apprentice" -- produced by Jerry Bruckheimer.
"She came to the party late," Bruckheimer told THR. "I had two movies that got caught between two regimes, and the movies suffered."
Asked for comment, Disney issued a statement from Carney: "Val was one of the first people I met when I arrived, and in subsequent conversations, I've been impressed with her business savvy and diverse background. I'm thrilled she accepted my invitation to lend her talents on this important franchise. I'm committed to working with her and other innovative professionals as we continue to build out our world-class marketing organization."
The studio declined further comment.
The first two "Pirates" sequels were global blockbusters: 2006's "Dead Man's Chest" made $1.06 billion worldwide, and 2007's "At World's End" made $960 million. "Tides," which opens in May, is expected to do a billion with a marketing spend of north of $60 million.
Bruckheimer wanted an experienced hand to market his next film, and experience is in short supply in Disney's marketing department.
"I think it's a smart move on Disney's part," he said of hiring Van Galder. "She's a seasoned veteran, and she's very smart."
Disney hires new marketing guru for 'Pirates 4'