Hollywood has found an inventive use for all those unemployed movie critics out there: focus groups.
The online research company OTX and public relations group mPRm have joined forces to create Critical Focus Exchange, a service in which critics and film reporters offer their expertise to producers and studios looking for feedback on niche and arthouse movies.
The service uses the statistics-based methodology that Hollywood has relied on for more than two decades to test movies, trailers and posters in order to predict consumer choices.
Now the idea is to provide independent producers and niche moviemakers with a similar research tool. It will also provide a small income for a number of out of work, or freelance, critics. (They’ll get $100 per screening.)
Mark Pogachefsky, a veteran indie film publicist, came up with the concept a year ago, when many critics he knew were being laid off. “I thought, ‘How can we take advantage of all that expertise and create a business around it?” he said.
Above is an excerpt of an article from TheWrap. Click here to read the full article.