Movie market research fractures more: Who will change the game?

By Sharon Waxman LOS ANGELES (TheWrap.com) - Once again, the movie industry fractured just a little bit more today. Ipsos OTX, one of the leading market research firms, sold its worldwide motion picture group to a group of investors led by Vincent Bruzzese. That's the same impulse that propelled Reed Elsevier to sell Marketcast, another major market researcher, to a similar group about a year ago. These are the outfits that quietly rule over Hollywood marketing: testing trailers, conducting research screenings, tracking opening weekend and gauging consumer fandom. ...



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