Market research firm Screen Engine/ASI is launching two new divisions that will focus on digital entertainment and international markets. As part of the move, David Gross has been named senior vice president overseeing the international arm, while Mark Orne has been named the senior vice president in charge of digital entertainment operations.

They will report to Screen Engine/ASI President Bob Levin.

Gross boasts three decades of movie-marketing experience, having worked at the National Research Group and as vice president of international theatrical marketing at 20th Century Fox. As a consultant, he has worked with Viacom, MTV Films and Nickelodeon Movies, and founded, edited and published Movie Review Intelligence, a compendium of critical writings.

Orne has worked in entertainment market research for more than 15 years. He joins the company after leading the global consumer insights group at Sony Pictures Home Entertainment. He also worked as project director at Lieberman Research Worldwide.