Legendary Leisure has elevated trade veteran Di Mu to CEO of Legendary East. The chief was beforehand EVP Advertising and marketing for the China-based promotion and advertising and marketing division that’s devoted to releasing Legendary and third-party content material within the territory. She is changing outgoing CEO Sirena Lu.
In her new position, Mu will broaden the corporate’s attain by infusing native viewers insights into the advertising and marketing of its premium movies and TV collection. She’s going to report back to Legendary CEO Joshua Grode.
With greater than 22 years of expertise in movie advertising and marketing, artistic promoting and built-in media technique, Mu has been acknowledged for her capability to mix the Hollywood and home Chinese language movie markets. Since becoming a member of Legendary East in 2016, she has been credited with elevating Hollywood IP in China by means of her pioneering precision advertising and marketing, audience-first localization methods and cross-sector model collaborations. She has overseen 12 Legendary movie campaigns in China, with field workplace grosses topping $1.34 billion. Notable titles embody Warcraft, which set the file for highest-grossing imported movie on the time; Godzilla x Kong: The New Empire, the highest imported movie of 2024; and A Minecraft Film, the main import of 2025 up to now. Different Legendary campaigns she has led embody these for Pokemon: Detective Pikachu, Godzilla vs. Kong and each Dune and Dune: Half Two.
“Di Mu has been a useful member of Legendary East taking part in an integral position within the execution of the native advertising and marketing campaigns of our profitable movies in China,” Grode mentioned. “Her data of the native market mixed together with her creativity and management expertise make her a super chief for our subsequent chapter within the area.”
Stated Mu, “I’m happy with the success we at Legendary have had so far, bringing among the world’s greatest movies to Chinese language audiences in new ways in which really feel genuine and resonant. As we transfer ahead with this new part, I’m excited to proceed bridging our cultures, leveraging my native expertise and relationships to strengthen Legendary’s fame as a market chief.”
Legendary Leisure’s upcoming movies embody stay action-animation hybrid comedy Animal Buddies, starring Ryan Reynolds, Jason Momoa, Aubrey Plaza and Dan Levy; Dune: Half Three; the variation of iconic recreation Road Fighter; the untitled Alejandro G. Iñárritu movie starring Tom Cruise; and a brand new entry within the Monsterverse franchise.