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Dwight Caines Moves Into Sony's Top Marketing Spot

Photo of Anne Thompson By Anne Thompson | Thompson on Hollywood September 25, 2013 at 1:11PM

More and more, executives who know the digital universe are moving up the studio ranks. See Kevin Tsujihara at Warners and Amy Powell at Paramount, and now Dwight Caines at Sony. He replaces respected outgoing marketing president Marc Weinstock, who was himself a rising star when he moved to the studio marketing department after boosting many hits at Sony subsidiary Screen Gems. Did the studio's movies really disappoint because of lackluster marketing? I don't think so. But when a studio management team is under fire for a weak slate, they often blame the marketing chief.
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Dwight Caines
Wireimage Dwight Caines

More and more, executives who know the digital universe are moving up the studio ranks. See Kevin Tsujihara at Warner Bros. and Amy Powell at Paramount, and now Dwight Caines at Sony. He replaces respected Columbia TriStar Motion Pictures' outgoing theatrical marketing president Marc Weinstock, who was himself a rising star when he moved to the studio marketing department after boosting many hits at Sony subsidiary Screen Gems. (He may return to his old stomping grounds.) 

Caines started at Sony in 1997 as director of market research after helping Chase Manhattan Bank go online. He reports, along with Sony International marketing head Nigel Clark, to Sony vice-chairman and worldwide marketing and distribution chief Jeff Blake. 

Weinstock and exiting Sony publicity exec Steve Elzer are both fall guys for the studio's recent box office slump. Did the studio's movies really disappoint because of lackluster marketing? I don't think so. But when a studio management team is under fire for a weak slate, they often blame the marketing chief. 

The problem with this strategy? You can only do it once.

This article is related to: Sony/Screen Gems/Sony Pictures Classics, Sony, Sony Pictures, Amy Pascal, Marketing


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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.