Penn Schoen Berland has acquired strategic consultancy First Movies International, which has operations in London and Los Angeles.
Both firms provide marketing research and consulting to Hollywood studios and other entertainment clients.
The First Movies team will report to Jon J. Penn, Penn Schoen Berland’s president of media and entertainment. David Willing, the co-founder of First Movies, will serve as acting managing director of First Movies.
First Movies, founded in 2000, employs research consultants in the US and UK. Its key partners include Disney, Paramount, Sony Pictures and Twentieth Century Fox.
Penn Schoen Berland was founded in 1975 as a political polling firm and has 10 offices worldwide. Its media and entertainment practice, founded in 2001, is the fastest growing unit of the firm and works with Hollywood studios along with video game, and magazine publishers.
“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 global lifecycle,” Penn said.
Penn Schoen Berland is a member of Young & Rubicam Brands and of the WPP Group.