Joseph Farrell obituary: Movie market researcher dies at 76

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A free-form sculptor, John Chamberlain crafted works from masses of crushed cars and automobile sheet metal. He was 84. Full obituary (Librado Romero / Associated Press)

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A former dissident playwright, Havel was the revered first president of Czechoslovakia after it overthrew Communist rule in 1989. His slogan: “May truth and love triumph over lies and hatred.” He was 75. Full obituary (Petr David Josek / Associated Press)

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Hubert Sumlin‘s snarling guitar helped define Howlin’ Wolf‘s sound. Though Sumlin never attained a fraction of the fame of his celebrated boss, he is revered by fellow blues musicians. He was 80. Full obituary

Notable music deaths of 2011 (Paul Hawthorne / Getty Images)

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The daughter of stars Loretta Young and Clark Gable, Lewis wrote tenderly about her only meeting with Gable at age 15. Young, an unmarried, staunch Catholic, faked an adoption of Lewis, who did not learn the truth about her parentage until she was an adult. She had careers as an actress and a psychotherapist. She was 76. Full obituary (Jill Connelly / Associated Press)

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Known as “Father Dollar Bill,” Father Maurice Chase handed out dollar bills on Los Angeles’ skid row, caring more about the gift of human love than about what his beneficiaries did with the money. He was 92. Full obituary

Notable deaths of 2010 (Wally Skalij / Los Angeles Times)

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The Bruins point guard, who in 1964 helped John Wooden win his first national championship at UCLA, coached the team for four seasons. He was 69. Full obituary

Notable sports deaths of 2011 (Harold Matosian / Associated Press)

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The heavyweight champ had epic bouts with Muhammad Ali. In 1971 he became the first fighter to defeat Ali, then lost two rematches. In his 37 professional fights, “Smokin’ Joe” won 32 times. But he never accepted his 1-2 record against Ali. He was 67. Full obituary

Notable sports deaths of 2011 (AFP / Getty Image)

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Matty Alou won the National League batting title in 1966 while with the Pittsburgh Pirates. He and his brothers Felipe and Jesus became the only trio of brothers to play outfield together in a 1963 game. He was 72. Full obituary.

Notable sports deaths of 2011 (Diamond Images / Getty Images)

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A legendary producer, director and impresario of the Geffen Playhouse, Gil Cates restored the luster to the Academy Awards telecasts, recruiting hosts such as Billy Crystal and Steve Martin. He was 77. Full obituary

Notable film and television deaths of 2011 (Kevork Djansezian / Associated Press)

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Erratic and mercurial, the Libyan leader fancied himself a political philosopher, practiced an unorthodox, deadly diplomacy and cut an at times cartoonish figure in robes and sunglasses and surrounded by female guards. He was 69. Obituary | Full coverage of Kadafi’s death | Photos: Kadafi through the years

Notable deaths of 2010 (John Redman / Associated Press)

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The Native American activist was the lead plaintiff in a lawsuit that accused the federal government of cheating Native Americans in its management of Indian land, resulting in a record $3.4-billion settlement. She was 65. Full obituary

Notable deaths of 2010 (Louis Sahagun / Los Angeles Times)

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The two-time Indianapolis 500 winner was killed in a 15-car wreck in the IndyCar series’ season-ending race at Las Vegas Motor Speedway. He was 33. Full obituary

Notable sports deaths of 2011 (Jonathan Ferrey / Getty Images)

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Roger Williams was of the most popular instrumentalists of the mid-20th century and hit No. 1 on the pop charts in 1955 with his arpeggio-strewn “Autumn Leaves.” Between 1955 and 1972, he had 22 hit singles -- including “Born Free” -- and 38 hit albums. He was 87. Full obituary

Notable deaths of 2010 (Lawrence Lucier / Steinway & Sons via Getty Images)

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The Scottish singer-guitarist influenced rock and folk greats including Neil Young, Jimmy Page, Paul Simon and Pete Townshend, who credit Jansch’s effect on their music and celebrate his virtuosic playing and evocative songwriting. He was 67. Full obituary

Notable deaths of 2010 (Jim Dyson / Getty Images)

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Ralph Steinman died just days before the Nobel committee announced he had won the Nobel Prize in Medicine. His heirs will still receive his share of the award because the Nobel committee did not know of his death. He and two others were honored for their work with the immune system. He was 68. Full obituary

Notable deaths of 2010 (Mike Groll / Associated Press)

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Robinson owned Sugar Hill Records. The label released “Rapper’s Delight” by the Sugar Hill Gang in 1979. It’s considered the first mainstream hip-hop hit. She also had a solo hit with “Pillow Talk” in 1973. She was 76. Full obituary

Notable deaths of 2010 (Michael Ochs Archives / Getty Images)

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He invented the first practical implantable pacemaker. The electrical engineer’s handmade device was named by the National Society of Professional Engineers in 1983 as one of the 10 greatest engineering contributions to society in the previous 50 years. He was 92. Full obituary

Notable deaths of 2010 (Bill Sikes / Associated Press)

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The NFL Hall of Famer for the Tampa Bay Buccaneers teamed with his brothers to create a dominant defensive front and led Oklahoma to back-to-back national college championships. He was 56. (J. Meric / Getty Images)

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The Chicago bluesman, the son of a sharecropper and grandson of a slave, performed with the founders of the art form: Robert Johnson, Charlie Patton, Son House, Tommy McLennan, Sonny Boy Williamson, Big Joe Williams. He was the last of the bluesmen from his generation. He was 96. Full obituary

Notable deaths of 2010 (Joe Brier / McClatchy-Tribune)

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June Wayne founded the Tamarind Lithography Workshop in Los Angeles in the 1960s, where leading artists collaborated with professional printers to create high-quality prints. She was also a prolific artist in her own right. She was 93. Full obituary

Notable deaths of 2010 (Liz O. Baylen / Los Angeles Times)

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Marshall Grant, who worked as Johnny Cash‘s road manager and played bass for him for more than two decades, helped create the singer’s famous sound. He was 83. Full obituary

Notable deaths of 2010 (Wayne Risher / Associated Press)

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Bernadine Healy, a cardiologist and educator, was the first woman to head the National Institutes of Health. She led the Red Cross relief efforts after 9/11. She was 67. Full obituary

Notable deaths of 2010 (Rick Bowmer / Associated Press)

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The NFL player, who was the No. 1 draft pick from Michigan State in 1967, played for the Baltimore Colts, the Oakland Raiders and the Houston Oilers. Later, he appeared in popular beer commercials and acted in films and on TV. He was 66. Full obituary

Notable deaths of 2010 (John Gwillim / Associated Press)

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The Oscar-nominated art director was best known for her work on “The Last Picture Show” and “Paper Moon,” both directed by former husband Peter Bogdanovich. She also was an executive in filmmaker James L. Brooks’ company. She was 72. Full obituary

Notable film and television deaths of 2010 (Bob Chamberlin / Los Angeles Times)

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He became the first foreign-born chairman of the Joint Chiefs of Staff and guided military and humanitarian efforts in the post-Cold War era of the 1990s. He was 75. Full obituary

Notable deaths of 2010 (Rick Bowmer / Associated Press)

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The British painter, whose works are highly prized by collectors, created subjects in anguished, anti-erotic poses. He used impasto, a technique involving the thick application of paint, to create his highly textured portraits. He was 88. Full obituary

Notable deaths of 2010 (Stephan Agostini / AFP/Getty Images)

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Lillian Mobley, a tireless South Los Angeles activist, fought to establish the King/Drew hospital and its related medical school. Above, Mobley, right, looks on as Dr. George Locke greets Rep. Maxine Waters at King/Drew in 2004. She was 81. Full obituary

Notable deaths of 2010 (Robert Gauthier / Los Angeles Times)

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The comedy writer and producer created “Gilligan’s Island” and “The Brady Bunch. “ He also wrote the memorable theme-song lyrics for both the wacky tale of a shipwrecked “three-hour tour” and the story of the marriage between a “lovely lady” with three daughters and “a man named Brady” with three sons. Above, Schwartz in 2008 receives kisses from Florence Henderson, who played Mrs. Brady, and Dawn Wells, who played Mary Ann on “Gilligan’s Island.” He was 94. Full obituary

Notable film and television deaths of 2011 (Nick Ut / Associated Press)

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The former first lady captivated the nation with her unabashed candor and forthright discussion of her personal battles with breast cancer, prescription drug addiction and alcoholism. She founded the widely emulated Betty Ford Center in Rancho Mirage, Calif., for the treatment of chemical dependencies. She was 93. Full obituary

Notable deaths of 2010 (Anna Moore Butzner / Grand Rapids Press)

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The internationally renowned American artist, whose work blurred the boundaries of painting, drawing and handwritten poetry, was recognized with Jasper Johns and Robert Rauschenberg as one of the three most important American artists to emerge in the 1950s. Above, the artist at the Louvre, where he designed and painted the ceiling of a large gallery of bronze sculptures last year. He was 83. Full obituary

Notable deaths of 2010 (Christophe Ena / Associated Press)

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The saxophonist for Bruce Springsteen‘s E Street Band put his stamp on such Springsteen classics as “Born to Run” and “Rosalita.” He was known both for his full-throttle tenor sax work and his larger-than-life onstage persona as “the Big Man.” He was 69. Full obituary

Notable deaths of 2010 (Hillery Smith Garrison / Associated Press)

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Pratt was a former Black Panther whose 1972 murder conviction was overturned after he spent 27 years behind bars for a crime he said he did not commit. He was 63. Full obituary

Notable deaths of 2010 (Mark Boster / Los Angeles Times)

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The singer gained fame with her 1974 hit, “Poetry Man.” She received wide acclaim for her self-titled album, which showed off her multi-octave range and musical versatility. She had suffered a brain hemorrhage in January 2010. She was 60. Full obituary

Notable deaths of 2010 (Michael Ochs Archives / Getty Images)

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He was considered a living god by millions of Hindus. After declaring himself the reincarnation of a Hindu saint in 1940, he built a loyal following, including politicians and celebrities, despite allegations of sexual abuse. He leaves a trust worth billions of dollars. He was 84. Full obituary

Notable deaths of 2010 (Mustafa Quraishi / Associated Press)

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The architect incorporated aerodynamic designs into his whimsical midcentury “Googie” coffee shops, including the original Norms on La Cienega Boulevard in L.A. and Pann’s in Westchester, to attract passing motorists. He was 94. Full obituary | Photos: “Googie” architecture

Notable deaths of 2010 (Lawrence K. Ho / Los Angeles Times)

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The developer of the Kendall-Jackson wine brand was a San Francisco lawyer who became a skilled wine merchant and titan of the industry. In recent years, Jackson owned winning racehorses, including Rachel Alexandra. He was 81. Full obituary

Notable deaths of 2010 (Karen Tapia-Andersen / Los Angeles Times)

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The legendary Norwegian runner became the face of the New York City Marathon, winning the race nine times. She also set four marathon world records. She was 57. Full obituary

Notable deaths of 2010 (Roald Berit / AFP/Getty Images)

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The biochemist won the 1976 Nobel Prize in physiology or medicine for discovering the hepatitis B virus, which causes severe liver disease and cancer. He later developed the vaccine that protects against it. He was 85. Full obituary

Notable deaths of 2010 (Eddie Adams / Associated Press)

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A prolific thinker and creator, he is credited with innovations in cable modems, interactive TV, airport metal detectors and the “packet switching” technology that helped lead to the Internet. Above, Baran receives the National Medal of Technology and Innovation from President Bush in 2008. He was 84. Full obituary

Notable deaths of 2010 (Charles Dharapak / Associated Press)

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The political reporter and Pulitzer Prize-winning columnist wrote more than four decades for the Washington Post, where he mentored countless colleagues. He appeared on “Meet the Press” some 400 times. He was 81. Full obituary

Notable deaths of 2010 (Alex Wong/Getty Images)

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Frank Buckles, the last American veteran of World War I, drove ambulances in France and later spent years in an internment camp after Japan’s invasion of the Philippines in WWII. He was 110. Full obituary

Notable deaths of 2010 (Karen Bleier, AFP/Getty Images)

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The composer won five Oscars for films such as “Born Free” and “Out of Africa” and scored Bond films including “Goldfinger,” “Diamonds Are Forever” and “From Russia With Love.” His work on the Bond franchise put him in the forefront of music composers. He was 77. Full obituary

Notable film and television deaths of 2010 (Dave Hogan / Getty Images)

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Grannis photographs documented California surf culture of the 1960s and ‘70s. His images helped popularize and immortalize the sport -- and the life behind it -- at a crucial point in its history. “His photos captured the real thing,” wrote surfing journalist Steve Barilotti. He was 93. Full obituary (Glenn Koenig / Los Angeles Times)

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The relatively unknown photographer documented L.A.’s beat culture and emerging arts scene, the civil rights movement, the Black Panthers and antiwar protests. He was 82. Full obituary (Al Seib / Los Angeles Times)

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Sargent Shriver, a lawyer and Kennedy in-law, worked for JFK’s and Lyndon Johnson’s administrations. He launched social programs including the Peace Corps, Head Start and the Job Corps and led the “war on poverty.” Programs he created “still change people’s lives,” says daughter Maria Shriver. Above, with his wife Eunice in 1968. He was 95. Full obituary (Charles Harrity / Associated Press)

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The British director earned Academy Award nominations for “Breaking Away” and “The Dresser.” “Bullitt” was Yates’ American directing debut. It starred Steve McQueen as a detective and featured a memorable car chase on the streets of San Francisco with McQueen at the wheel of a Mustang. He was 81. Full obituary

Notable film and television deaths of 2010 (Bob Chamberlin / Los Angeles Times)

By Rebecca Keegan, Los Angeles Times

Dec. 13, 2011 12 AM PT

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 in Los Angeles, according to a family spokesman. He was 76.

“Not only did he really invent the research business for motion pictures, but it’s the standard everybody still uses today,” Dick Cook, former chairman of Walt Disney Studios, said Monday. “I don’t recall a movie we were ever involved in that Joe didn’t play an integral part in helping us shape both the movie and also the campaign.”

A noteworthy example of NRG’s impact was on the 1987 thriller “Fatal Attraction,” which got a new ending when test screenings revealed that audiences wanted Glenn Close’s character to be punished for tormenting Michael Douglas’ adulterous character and his wife, played by Anne Archer.

“It’s not just that you get the information,” said Michael Rosenberg, president of the production company Imagine Entertainment, whose movies “Apollo 13,” “A Beautiful Mind” and “Nutty Professor” reflected Farrell’s contributions. “It’s how you interpret it and how you use it. Ultimately, the industry benefited in not going by the seat of our pants and actually having some hard numbers to go by.”

In NRG’s early years, Farrell and his longtime business partner, Catherine Paura, conducted their own research interviews in parking lots, sometimes bribing children with ice cream cones to participate. An initial champion of the company was director Francis Ford Coppola, whose 1979 movie “Apocalypse Now,” was one of NRG’s test cases. By 1996, shortly before it was bought by Dutch media conglomerate VNU, NRG was worth $44 million.

In 2003, Farrell and Paura left NRG and formed the production company FP Productions, which has just completed “Joyful Noise,” a musical film set for release in January by Warner Bros. The company also has the film “The Leonardo Job” in development with Alcon Entertainment.

In Hollywood, Farrell was known for his knack for distilling data for the artistic-minded, a skill that came in part from his own background as a sculptor and painter, Paura said.

“He was a trained artist, so his approach to research combined the empirical and quantitative with the artistic,” she said.

Born Sept. 11, 1935, in New York City, Farrell attended St. John’s University, studied sculpture at the University of Notre Dame and graduated with a law degree from Harvard University. He practiced law and held a variety of positions in the arts, including vice president and chief operating officer of the American Council of Arts. In 1977, political pollster Lewis Harris hired Farrell to open a West Coast office, where Farrell began to apply the research practices increasingly common in other industries to Hollywood.

Farrell continued to cultivate his artistic side after founding NRG: He served as an executive and consultant to the Carnegie Corp. of New York, the National Endowment for the Arts and the Rockefeller Brothers Fund, developed the U.S. Arts and Cultural Trend Data System for Congress and wrote the books “Americans and the Arts,” “Museums: USA” and “The Cultural Consumer.” He even designed furniture under the name Guiseppe Farbino.

“Joe was so extraordinarily well read and always up to date on anything that was pop culture,” Cook said. “He wasn’t just about the numbers, he was about the feeling. It was a rare balance that you don’t find in a lot of people. Joe had both his left and right brain working all the time; he was analytical but he was very creative. He could communicate with filmmakers so that they understood the research artistically and not just numerically.”

Farrell is survived by his wife, actress Jo Champa, and son, Sean.

rebecca.keegan@latimes.com