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Amazon Studios has hired a new executive to spearhead the marketing of big franchises like its forthcoming The Lord of the Rings series.
Greg Coleman joins the streamer as global head of franchise marketing, where he will oversee the team dedicated to getting the word out about fantasy and sci-fi originals films and TV series. He will start March 1 and report to Amazon Studios marketing chief Ukonwa Ojo.
In a memo to staff announcing the hire, Ojo wrote that Coleman “will lead the team to effectively engage mass audiences on a global scale through compelling marketing campaigns.”
Coleman most recently worked at Walt Disney Animation Studios, where as vp of worldwide marketing and franchise management he helped to launch multi-billion-dollar franchise Frozen and its sequel. A 16-year Disney veteran, he also held marketing and research roles at Walt Disney Studios. Prior to joining Disney, he worked at MGM Studios.
Amazon Studios has made big genre plays central to its original programming strategy. In 2018, the streamer revived SyFy series The Expanse, which has been renewed for a sixth and final season. The following year, it debuted Orlando Bloom and Cara Delevingne starrer Carnival Row.
Amazon has tapped a sprawling cast for Lord of the Rings, which will explore new stories based on the J.R.R. Tolkien fantasy novels.
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