Penn Schoen Berland has hired Jeff Hall, former Paramount Pictures senior VP for marketing strategy, as a senior VP.

Penn Schoen Berland recently acquired First Movies Intl. and is aiming to grow its media and entertainment practice.

While at Par, Hall oversaw marketing and playability research for more than 150 Paramount, DreamWorks, DreamWorks Animation, Marvel, MTV and Nickelodeon films including “Transformers,” “Kung Fu Panda,” “Iron Man,” “Star Trek” and “Paranormal Activity.”

Hall also has worked as director of research at Warner Bros. Pictures, a senior research analyst at NRG and as an exec at Young & Rubicam.

In his new role, Hall will act as a worldwide strategic adviser to the firm’s film, television, videogame and publishing clients and serve as senior consultant to First Movies. He will focus on developing marketing messages and campaign strategy for launching global entertainment properties and drive Penn Schoen Berland’s continued innovation in entertainment research.

Penn Schoen Berland was founded in 1975 as a political polling firm. The media and entertainment practice was founded in 2001 and is the firm’s fastest growing unit with clients including Hollywood studios, TV, video game and magazine publishers.