Veteran movie marketing exec Neil Goetz has teamed up with analytics firm Screen Engine/ASI to form The Engine Room, a film marketing company that plans to apply think-tank type strategy and data analysis to movie promotion.
The Engine Room plans to use Screen Engine/ASI’s “extensive audience based research” to develop strategies for trailers, TV, print and digital media ads, tailoring the materials to select audiences before they are released, which it describes as a “strategic think tank approach.”
The company has already landed Sony, The Weinstein Company, Fox and Lionsgate as clients, and is currently involved with several upcoming studio and independent feature film projects.
“All too often, trailers and TV spots are cut and recut based on testing results that never step back and consider strategy over tactics,” Goetz said in a statement announcing the company. “This process can be lengthy and costly. The Engine Room’s philosophy is that every project needs a clear and viable marketing strategy at the outset in order to succeed. Clients can achieve their core positioning strategy faster, can provide clear direction to all partners more efficiently, and can better disseminate these strategic findings across their campaign’s publicity, promotional and media outreach initiatives.”
Goetz has held several senior marketing positions at major studios and media companies, including Senior VP of Worldwide Marketing for Sony Pictures Entertainment, VP and Worldwide Creative Director for The Samuel Goldwyn Company, Director of On-Air Promotions for Movies and Mini-Series for CBS Television Network, and Worldwide VP of Creative Marketing for First Look Pictures. He is a member of the Academy of Motion Picture Arts and Sciences.