MarketCast has filed suit against rival marketing firm NRG, alleging that NRG has sought to squelch competition in the growing field of movie industry market research.
Lawsuit, filed Friday in U.S. District Court in Los Angeles, alleges that NRG contacted MarketCast’s three primary vendors and threatened to stop doing business with them unless they agreed to exclusive contracts with NRG.
MarketCast complaint argues that NRG controls 80% of a $90 million research market, consisting mainly of field research, customer surveys and focus groups. Suit contends that “NRG’s anti-competitive conduct … has created a dangerous probability that NRG will succeed in monopolizing the relevant market.”
MarketCast is a unit of Daily Variety parent company Reed Elsevier. NRG is owned by VNU, parent company of the Hollywood Reporter.
(Bloomberg contributed to this report.)