Rethinking how to tap the opinion of moviegoers


Hollywood market research evolves to reflect tech-savvy moviegoers.  To ensure strong box-office results, Hollywood studios are scrambling to adapt their market research methods to the changing habits of the tech-savvy moviegoer.,0,5422205.story

Veteran marketing strategist and researcher Catherine Paura and her sister, Angela, launched Global Marketing and Research Inc. in Sherman Oaks a year ago to provide worldwide market analysis to such clients as Warner Bros., Sony Pictures, DreamWorks Studios and Relativity Media. Above, Paura at the AMC Century City multiplex in January.