Hollywood Market Research Firm C4 Finalizes Launch

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Newly-minted Hollywood market research firm C4 has finalized its acquisition of Motion Picture Group’s data assets, six weeks after announcing the new venture.

The announcement came Wednesday from founders and film producers D. Todd Shepherd and George Waud of Miscellaneous Entertainment, film producer-financier Michael Benaroya and David Lugliani of MPG. Former OTX and MPG executive Vincent Bruzzese is running C4.

Bruzzese told Variety that C4 currently has 20 employees and should be at about 45 by October. He said that the new entity, which has several major studios as clients, is focused on dealing more effectively with consumer behavior than what most other research firms provide.

Lugliani had objected to the formation of C4 when it was announced on June 24 but the parties were able to reach an amicable resolution, according to Bruzzese.

“We are all very happy that we could work out this mutually beneficial deal with MPG and its advisors,” Shepard said. “The team at C4 is already working to revolutionize the way decision makers analyze creative and financial entertainment content with the support of sound research and smart data algorithms.  Having the MPG research data is useful in that quest.”

Benaroya said that his experience with releasing “Margin Call” on VOD persuaded him that conventional research products were not addressing the needs of the marketplace.

“We are pleased to have reached this positive resolution with MPG,” he added. “Vincent has skillfully guided this process, and continues to impress with the new research products he has proposed, which we are now developing. With Vincent, and our newly formed management and technology teams, we look forward to bringing impactful new research product to the industry in the coming months.”

Before closing in June, MPG was one of the dominant players in the movie and TV market research sector alongside Nielsen’s National Research Group and Shamrock Capital’s Marketcast.

C4 provides script analysis, screening research, tracking and advertising testing for movies as well as  research in the TV, digital and video game industries. Clients include major studios, production companies, major cable channels, and film funds.

Over the past fifteen years, Bruzzese has worked on over 1,300 films. He began his research career at MarketCast and joined Worldwide Motion Picture Group in 2001.


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