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Screen Engine/ASI and Marketing Executive Neil Goetz Team Up to Launch ‘The Engine Room’ Think Tank

Neil Goetz

Neil Goetz

Renowned entertainment industry research outfit Screen Engine/ASI (SE/ASI) and award-winning motion picture marketing executive Neil Goetz have teamed up to launch The Engine Room as a strategic creative think tank.

The Engine Room’s initial clients include Sony, The Weinstein Company, Fox, and Lionsgate. The company is currently working on a number of upcoming studio and independent feature film projects.

The Engine Room is designed as the first resource of its kind to offer the entertainment industry a strategic think tank approach to creative strategy. Through its alignment with SE/ASI, The Engine Room will explore strategic approaches to trailers, TV spots, promos, print and digital media content based on SE/ASI’s extensive audience-based research.

“The philosophy behind the launch of The Engine Room is simple,” said Goetz, the new company’s executive creative director. “All too often, trailers and TV spots are cut and recut based on testing results that never step back and consider strategy over tactics. This process can be lengthy and costly. The Engine Room’s philosophy is that every project needs a clear and viable marketing strategy at the outset in order to succeed. Clients can achieve their core positioning strategy faster, can provide clear direction to all partners more efficiently, and can better disseminate these strategic findings across their campaign’s publicity, promotional, and media outreach initiatives.”

He adds, “Using complex online metrics to identify targeted audience segments, our team first develops a series of positioning strategies for each of our clients’ projects. These are tested via an online community of over 1,200 moviegoers through our exclusive partnership with Screen Engine/ASI. Once the data is analyzed, The Engine Room clients are able to see their suggested strategy come to life through specifically tailored promotional materials.”

The Engine Room suggests that content creators and distributors reach out to them during any of three key points during the life cycle of a promotional campaign:

** Before a trailer has been created: To help identify the best overall positioning for the movie. The Engine Room uses research-based methods to identify the storylines that will appeal most to the target audience.

** After the trailer has been created, but before the TV campaign has begun: To target each demographic more specifically by identifying key storylines that will most appeal to each targeted segment.

** If TV spots or the movie are not tracking well: The Engine Room can be brought in to perform “triage” services by quickly identifying alternate ways by which to re-position the movie.


November 2, 2016