In 2010, Sean Bailey was appointed the studio's president of live-action production. Under Bailey's leadership and with support from Disney CEO Bob Iger—and later Walt Disney Studios chairman Alan Horn—Walt Disney Pictures pursued a tentpole film strategy, which included an expanded slate of original and adaptive large-budget films. Concurrently, Disney was struggling with PG-13 tentpole films outside of the Pirates of the Caribbean series, with films such as John Carter (2012) and The Lone Ranger (2013) becoming major box office bombs. However, the studio had found particular success with live-action fantasy adaptations of properties associated with their animated films, which began with the commercial success of Alice in Wonderland (2010), that became the second billion-dollar-grossing film in the studio's history. With the continued success of Maleficent (2014) and Cinderella (2015), the studio saw the potential in these fantasy adaptations and officiated a trend of similar films, which followed with The Jungle Book (2016) and Beauty and the Beast (2017). By July 2016, Disney had announced development of nearly eighteen of these films consisting of sequels to existing adaptations, origin stories and prequels. Disney identified this line as "Disney Fairy Tale" in its enlarged slate announcement on October 8, 2015 with four scheduled without titles attached. Literary adaptations such as The BFG (2016) and A Wrinkle in Time (2018) were also box office bombs. Despite the renewed focus on tentpole films, the studio continued to produce successful smaller-budgeted films, such as The Muppets (2011), Saving Mr. Banks (2013), and Into the Woods (2014).