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Movie Research Guru Goetz Goes Indie

Photo of Anne Thompson By Anne Thompson | Thompson on Hollywood February 26, 2010 at 6:15AM

In a bid to run his own show, 23-year market research veteran Kevin Goetz is launching his own full service research and marketing firm, Screen Engine. He has moved into new offices in Beverly Hills and is looking for clients. They won't be hard to find. Goetz, a member of the Academy's PR branch, has been advising the studios on their marketing campaigns for many years, at NRG and then OTX. (Here's Variety.) "I wanted to have a company I could drive in my own direction," he says, "using what my clients have come to expect from me. It's gotten complicated. The numbers are not enough. They want interpretation and strategic understanding of the process. There are so many moving parts. It's a marriage of research and marketing. It feels good and right."
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Thompson on Hollywood

In a bid to run his own show, 23-year market research veteran Kevin Goetz is launching his own full service research and marketing firm, Screen Engine. He has moved into new offices in Beverly Hills and is looking for clients. They won't be hard to find. Goetz, a member of the Academy's PR branch, has been advising the studios on their marketing campaigns for many years, at NRG and then OTX. (Here's Variety.) "I wanted to have a company I could drive in my own direction," he says, "using what my clients have come to expect from me. It's gotten complicated. The numbers are not enough. They want interpretation and strategic understanding of the process. There are so many moving parts. It's a marriage of research and marketing. It feels good and right."

According to Goetz:

Screen Engine will conduct screening research, exit polling and qualitative analysis alongside a suite of custom research and marketing products, with the mission of providing valuable consumer feedback that mitigates risk.

Goetz loves working closely with studios and filmmakers to define a movie's demographic appeal and fine-tune its playability to reach its full potential in the marketplace. He has worked this way at several studios, including New Line and and Fox.

This article is related to: Marketing


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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.