18 April 2012 3:12 PM, PDT | The Hollywood Reporter - Movie News | See recent The Hollywood Reporter - Movie News news »

Strategic consulting company Penn Schoen Berland has expanded its capability in the entertainment business by acquiring First Movies International, which provides marketing research and consults with Hollywood studios and other show business clients, it was announced Wednesday. The combined entity will a range of service in consumer market research, including franchise management, green-light research, marketing positioning, test screenings, focus groups, creative advertising testing, box office tracking, exits, and home entertainment. “First Movies strength in qualitative and playability research combined with our quantitative and marketability expertise will provide our clients with high-level consultation through all stages of a film’s

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- Alex Ben Block

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