Entertainment Research Firm Opens in New York

In New York City, Joseph Craig from Nielsen Entertainment's NRGi and Gary Faber from The Weinstein Company have launched an entertainment research and marketing consulting firm.

Their new firm, ERm (Entertainment Research & Marketing), specializes in delivering audience feedback on movies, live theatre, video games and all other forms of consumer entertainment to studios, independent producers, on and off Broadway, and other North American entertainment companies.

'ERm's goal is to take the guesswork out of a campaign by providing facts based on hard numbers,' Craig explained. 'Using a variety of new techniques, including updated research screening methodologies, concept and material testing, focus groups, and exit surveys, we will help our clients to get answers that will make the projects more successful and improve their bottom line.'

Craig began his career in the marketing department of Paramount Pictures, where he worked for six years before moving to Nielsen's NRG (National Research Group). In 2005, he transferred to New York to head NRGi; a new division specializing in market research for independent films and live theatre. Here, he oversaw research screenings, in-theater surveys and focus groups, as well as the testing of marketing materials including key artwork, trailers and TV spots.

Faber joined Weinstein as Head of Marketing in 2005 from Miramax, where he had spent 12 years; initially working in the publicity department, before moving to a marketing role.

Their new firm is online at www.ermkt.com .