Oren Aviv, president of Buena Vista Pictures Marketing, used those low expectations to his advantage when he and his team crafted the campaign around Disney's "Pirates of the Caribbean: The Curse of the Black Pearl." In fact, he adopted a do-the-unexpected mantra for the Jerry Bruckheimer-produced film starring Johnny Depp.
The kickoff was a roadblock 21/2-minute trailer in March that stretched across all the Disney channels, from ABC to ESPN to Lifetime. Mr. Aviv created the trailer in-house with Jim Gallagher, senior VP-creative film services, Buena Vista Pictures Marketing.
Disney had kept the movie's footage under wraps until that time, choosing an all-guns-firing media blitz to unveil the first trailer months before the premiere. "We sold it as a big summer action adventure event," says Mr. Aviv, 42. The TV stunt ignited buzz, a critical cog in the marketing wheel. Next came a glossy newspaper insert. By the time the regular ad campaign started, interest was stoked. "Pirates" has surged past $600 million in worldwide receipts.