The Walt Disney Co. (DIS) announced Wednesday that it plans to restructure its marketing and distribution process for its films, according to reports.

The company said all marketing and distribution will be directed by one team, rather than the several divisions Disney was using for that purpose, according to a report by The Wall Street Journal. The new procedures are designed to help promote films across multiple media platforms, the paper said.

"The way today's audiences and consumers experience our movies, home entertainment, and other multi-platform programming is rapidly changing as new technology offers more options than ever before," said Rich Ross, Disney Studios chairman, in a statement, according to the Journal.

Shares of Disney rose 17 cents or 0.58% in Wednesday’s session, closing at $29.29 a share.