Sony Pictures Entertainment has named Nielsen NRG exec John Restall as its chief of domestic theatrical marketing research.
He’ll report to Dwight Caines, the president of theatrical marketing for the studio. Restall will collaborate closely with his international research counterparts, who report to international marketing president Michael Horn.
Restall has been Nielsen NRG’s senior VP of client consulting. He’s been the lead account representative for several of the firm’s studio clients and oversaw design, analysis and management of ad testing, tracking, screenings, positioning studies, brand studies, exit polls and focus groups. Restall also previously worked in research analysis at MarketCast.
Sony finished fourth among the majors last year in domestic market share with 12.2% and $1.26 billion in domestic grosses. Its “The Amazing Spider-Man 2” fell short of expectations with $2o2 million while “22 Jump Street” overperformed with $191 million. The studio also was hit by a massive hack in November and threats by cyberterrorists forced it to quickly change its release strategy for “The Interview.”