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Screen Engine/ASI Launches Two New Divisions

12 Aug, 2015 By: John Latchem

(L-R): David Gross and Mark Orne

Market research firm Screen Engine/ASI Aug. 12 announced the launch of two new divisions at the company to serve the digital entertainment and International markets, with new SVPs David Gross overseeing the International Division and Mark Orne leading the Digital Entertainment Division.

“With the explosive growth of entertainment consumption in International markets and the ever-changing landscape of the digital and home entertainment business that includes not only physical product like Blu-ray and DVD, but also Digital HD, premium VOD and other digital platforms, strategic market research is more critical than ever to provide integrated research solutions to our clients,” said Kevin Goetz, founder and CEO of Screen Engine/ASI.

“David and Mark have incredibly deep and diverse experience in their respective fields and bring instant credibility to the divisions they are leading,” added Bob Levin, president of Screen Engine/ASI, to whom both executives will report. 

David Gross has 30 years of theatrical market research and movie marketing experience, both international and domestic. Early in his career, Gross established many of the industry’s international research methodologies for screenings, creative messaging, conceptual positioning and tracking while serving as managing director of the London office of the National Research Group (NRG).

As VP of international theatrical marketing at 20th Century Fox, Gross was responsible for all creative advertising, media buying, publicity, promotions and market research in more than 75 countries around the world. He then served as a consultant to major studios on marketing a diverse line-up of films as well as positioning several movie brand identities. Clients included Viacom, 20th Century Fox, MTV Films and Nickelodeon Movies.

Most recently, Gross founded, edited and published Movie Review Intelligence.

Mark Orne brings more than 15 years of entertainment market research experience. As SVP of digital entertainment research at Screen Engine/ASI, Orne will provide clients with research solutions, analysis and strategic recommendations in the digital entertainment, games, and technology markets.

Orne joins Screen Engine after leading the global consumer insights group at Sony Pictures Home Entertainment for more than 12 years. As executive director, Orne oversaw reporting on consumer trends, as well as advised on new technology and new business ventures. He led all primary quantitative and qualitative market research projects, including intent-to-purchase and creative testing, for SPHE’s DVD, Blu-ray and Digital release campaigns worldwide. Orne presented key consumer and shopper insights to retailers, filmmakers and senior management.

Prior to joining Sony in 2002, Orne served as a project director at Lieberman Research Worldwide, managing domestic and international market research studies for entertainment clients.

About the Author: John Latchem

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