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Joseph Farrell dies at 76; introduced market testing to Hollywood
Joseph Farrell dies at 76; introduced market testing to Hollywood

As founder, chairman and chief executive of National Research Group Inc. from 1978 to 2003, movie market researcher Joseph Farrell introduced the concept of market testing to Hollywood, originating now-standard industry practices such as audience tracking surveys, focus-group preview screenings and demographic analysis of moviegoers. Over the decades, NRG's confidential research reports were used by all of the major Hollywood studios to make decisions about release dates, tweak marketing campaigns and — sometimes to the unease of filmmakers — tinker with movies. Farrell, who became a film producer after leaving the National Research Group, died Wednesday of natural causes...

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