Peterzell to top redesigned Baseline

Site to be redubbed HollywoodPro.com

HOLLYWOOD — Entertainment research service Baseline is getting a new name, new look and a new leader one year after it was acquired by Hollywood.com.

Database marketer Marcus Peterzell, formerly of e-mail service 24/7 Mail, has been tapped prexy of the service, to be redubbed HollywoodPro.com.

“The company was really stagnant,” Peterzell said. “It did its business, but no one really looked at it to grow. What it really needed was for someone to give it an overall perspective.”

HollywoodPro.com underwent a redesign to make it more intuitive to users, Peterzell said. For instance, if a Netizen wants to look up Tom Hanks, his biography will include his acting roles in both film and television.

New features will also be added to the site, including exclusive information culled as a result of the Netco’s affiliation with Hollywood.com.

A new section, Curtain Calls, will include a chart of online ticket sales for Broadway shows, with information coming from Hollywood.com subsid Broadway.com.

Research tools

Other sections bowing at HollywoodPro.com include Merchmart, a chart of online sales for film and TV merchandise; Star Salaries Report, a tally of what above-the-line talent is making; and Independents, where Netizens can do research on streaming media dot-coms and access contact information for independent films.

Pricing for these services has been streamlined, Peterzell said, with the majority of documents costing $2.95.

“The site was brought up to speed,” Peterzell said. “We’ve increased the depth of the data and increased the accuracy. It was kind of obvious the site had to be revamped. In the Internet space when something is a year old, it’s over.”

HollywoodPro has more than 3,000 subscribers, including clients like Viacom, Warner Bros., Universal Pictures, MGM, the Creative Artists Agency and the William Morris Agency.

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