A look at the recent shift in Hollywood to put marketing execs in control.

All of us have had to work hard these past few years to bear the weight of this economic corpse wrapped around our necks. Even companies that have been at the top of the food chain like Disney are taking a second look at how they’re doing business.

Earlier this month Universal president Ron Meyer told sources that co-chairs Mark Struger and David Lind would be stepping down and alluded to replacements that have strong backgrounds in marketing, as opposed to the traditional movie industry candidates. This occurring after a summer of, shall we say, less than horrible turn out at the box office.

But this shuffle isn’t a solitary incident. Disney Studio’s chair Dick Cook resigned and was replaced by Disney Channel president Rick Ross whose strength is also in marketing. The same thing happened at MGM the month before, and at Paramount a month before that.

What can we learn from this management shift?

Hollywood, along with countless other industries, are beginning to realize that they need to connect with their consumers on a deeper, more proactive level. Ideas like “Hannah Montana” from the mind of Rick Ross were (surprise-surprise) a planned marketing strategy. The idea is to get people involved in all levels of the “product” by using all mediums to promote it with the end result of the consumer being constantly drawn to it. Rick knew before he even started that he was going to make his one idea fit Movies, T.V., and music. This allows for convenience to the consumer and more recognizable merchandising.

Now, I know what you’re thinking: That there has been hundreds of the so called “triple threat” stars and that the idea is nothing new. You are completely right. But take into account that most “triple threat” stars have had to work hard for years through the industry going one step at a time to finally become recognized for their multiple talents. They never had the marketing plan laid out for all three at once, nor was there a major movie company willing to invest in that kind of marketing for a future star.

But today this concept is changing Hollywood (especially in the area of children’s entertainment) and the way consumers are spending their entertainment dollars. Which just goes to show you something that may or may not have worked 5 years ago could have a totally different effect on consumers today because of changing needs.

The next hurdle for Hollywood is to create a similar style of marketing strictly aimed at adults. This is another major factor toward the aforementioned management shift. There has been tremendous loss of adult movie goers which can be attributed to new media and T.V. options available to them during this “great recession.”

We all have to find new and innovative ways to get in touch with our clients and move them to use our products or services. So if you’re in business for yourself, or work as an executive, dust off the old marketing books and really dig in… Your income may depend on it.