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One day after Russell Schwartz exited as president of domestic theatrical marketing at New Line Cinema, the studio turned to the TV world to pluck his successor, hiring Fox marketing maven Chris Carlisle.
Carlisle, the former head of marketing at Fox Broadcasting and the FX network, is known for his aggressive and innovative strategies, like creating the sampling program in 2004 that saw a rollout of more than 2 million DVDs featuring the pilot episode of “House” in Entertainment Weekly and People magazines.
He also is known for being hands-on, directing dozens of film shoots for launch and image campaigns. Carlisle has shot his own campaign photography: His photo of Michael Chiklis was used on a billboard ad for “The Shield.”
At New Line, Carlisle will assume oversight of all marketing efforts at the studio, including creative advertising, media buying and planning, national promotions, publicity and corporate communications, research and interactive marketing. He will be based at New Line’s Los Angeles headquarters beginning Aug. 20.
Carlisle will report to Rolf Mittweg, New Line president and COO of worldwide marketing and distribution. He will co-report to New Line production president Toby Emmerich on creative materials.
“You find a point in your career where you want a challenge,” Carlisle said. “I had a tremendous time doing what was like a startup at FX, and the past couple of years have been really fulfilling, but at some point you look at an opportunity that just seems right.
“(New Line) has always been an entrepreneurial company,” he added. “I gravitated toward that here at Fox, and there seems to be that same type of spirit over there.”
Carlisle described himself as an early adopter of technology and a gamer and plans to bring event-style marketing to his movies. “No matter what it is,” he said, “even the advertising itself being unveiled has to be an event in the real world.”
At Fox, Carlisle is credited with programming original vignettes to run during ad breaks as well as launching the first broadcast initiative to offer free streaming episodes online. He launched Fox audio podcasts, worked on “American Idol” and oversaw the launch of such edgy FX shows as “Shield,” “Nip/Tuck” and “Rescue Me.”
Carlisle has film experience; he worked as senior vp worldwide creative advertising at Warner Bros. Studios, where he developed campaigns for such films as “Space Jam” and “City of Angels.”
Carlisle’s first release will be the Clive Owen actioner “Shoot ‘Em Up,” which opens Sept. 7. Other movies scheduled to open this year include Gavin Hood’s political thriller “Rendition,” starring Reese Witherspoon and Jake Gyllenhaal (Oct. 19), and the holiday tentpole “The Golden Compass” (Dec. 7).
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