Rice, who oversaw campaigns for The Incredibles, National Treasure and Pirates Of The Caribbean 2 and Wild Hogs, among others, will report to UA chief executive officer Paula Wagner.
Rice will oversee all aspects of the studio's marketing and publicity efforts for theatrical release, home video, and worldwide ancillary markets.
'In addition to his distinctive sensibility and strong strategic skills, Dennis Rice brings to the table unparalleled experience in both publicity and marketing, at independent companies as well as at big studios - a unique combination that makes him the perfect man for this critical job,' Wagner said. 'Tom and I are thrilled to welcome him to UA.'
'While working for Dick Cook and all the great people at Disney is a Hollywood dream job, I view this as an opportunity not simply to be able to work with two of the most phenomenal people in Hollywood, but also to get in on the ground floor of an enterprise that is going to redefine how movie studios operate,' Rice added.
'What Tom and Paula are doing at UA is nothing less than pioneering a new approach to moviemaking that will build on a 90-year tradition that began with Chaplin, Fairbanks, Pickford, and Griffith to create a new kind of studio for the 21st century.'
Rice began his career at The Walt Disney Studios in 1992 as head of marketing for Buena Vista Home Entertainment Division. He became president of marketing and publicity for October Films in 1998 and joined Miramax a year later as marketing chief. He rejoined Disney in 2003 as head of publicity for Buena Vista Pictures Marketing.