"It's a shame to be on there," said John R. Harris, the company's strategy and marketing chief.

The company said John R. Grant, its executive vice president and marketing chief, would become president.

One studio marketing chief estimated that it costs from $300,000 to $500,000 to mount a campaign for a single award, say an acting nomination.

Despite internal complaints, the company broke with tradition and hired an outsider as marketing chief.

He found himself working for Chrysler's marketing chief, James Holden.

Paramount's marketing chief, Barry London, surveyed the revenue sheets spread across his desk.

Late last week, the studio fired three ranking movie executives - the president of production and its two marketing chiefs - after several flops.

Baseball is apparently incapable of that; it has no marketing department or marketing chief.

They hired a new marketing chief, Larry Light, and he will wipe the fog from the old-timers' glasses.

"The question is, where do you draw the line," the marketing chief of one film company said.