Now WPP enters the film business (sort of) with First Movies buy

WPP’s Penn Schoen Berland has bought film research firm First Movies for an undisclosed sum.

First Movies carries out test screenings for major film studios including Disney, Paramount, Sony Pictures and 20th Century Fox. These sometimes lead to changes in the entire film including forlorn ‘stars’ being dumped on the cutting room floor.

Penn Schoen Berland is a consulting and research firm specialising in the political arena in the US but keen to expand its corporate offer.

WPP says: “First Movies’ capabilities will complement Penn Schoen Berland’s existing media and entertainment practice by giving it a bigger footprint and an increased capability to service its clients’ global research needs.”