ABSTRACT
This chapter looks at the various ways that research will interact with Filmmakers' movie and shows Filmmakers how the process varies depending on the scale of the film they are making. The Market Research team is the one department in the studio that will likely interact with Filmmakers' movie from its inception all the way through production, marketing and release. As marketing campaigns and research moves increasingly online it all becomes one big ecosystem to tap into for information. When the studio or distributor starts cutting marketing materials for Filmmakers movie, they will turn to research to see how well those advertisements connect with audiences. Jason Pritchett is a former executive at the National Research Group (NRG) and has had extensive experience with the testing of advertising materials. There are a number of research companies that offer tracking, but the gold standard has always been the report from NRG.
