Catherine Paura, co-founder of the National Research Group, has launched Capstone Global Marketing and Research Group, a marketing research and consulting firm hoping to upgrade the way studios market movies.
Paura founded Capstone with her sister, Angela, another NRG vet and CEO of Advanced Marketing Perspectives, which will be integrated into Capstone.
“We would like to be able to partner with the studios to look at the 21st-century consumer, which has morphed into a different kind of consumer given social media and the Internet,” Catherine Paura told TheWrap.
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Back in 1978, Joe Farrell and Paura co-founded NRG, which brought market testing and consumer research to Hollywood. The duo sold NRG in 2003, and Farrell passed away in December.
Paura is looking to get back in that game, stressing the importance of diversified marketing.
“You build a house in 1978, it might need upgrades,” Paura said. “You’re not going to tear the house down, but might you add a new window or a new roof.”
She said the film industry's approach to market testing was the same, in need of some renovations given the general trend of declining admission – until this year at least.