who we are
Screen Engine/ASI is a research and analytics firm with an emphasis on big data focused on maximizing market potential while assessing risk for clients in the entertainment and media spaces. Working with clients to better assess and manage opportunity and risk, we focus our approach across all distribution platforms, including domestic and international film and television, digital and mobile. We are diligent in our commitment to approaching the right consumers to ensure that we provide impeccable data and meaningful insights that lead to actionable interpretation. We continually reassess our products and services to stay ahead of the dynamically changing media landscape.
Kevin Goetz, Founder and CEO
In the span of nearly three decades, Kevin Goetz’s unique interpretation of consumer behavior and his in-depth understanding of the many moving parts of the media landscape has led to his becoming one of the preeminent industry voices in entertainment market research. His mantra of helping clients maximize profit while mitigating risk has earned him the confidence and the ear of nearly every major studio and network head, independent film and television executive, and producer and director in Hollywood, New York, London, Sydney and Beijing, among others. The Los Angeles Times named Mr. Goetz “the doctor of audienceology” and recognized him amongst the Top 100 most powerful and influential people in Southern California.
In 2010, Mr. Goetz founded Screen Engine LLC, a cutting edge research and marketing information firm specializing in servicing all the screens of media – movies, television, online and mobile. Screen Engine quickly became one of the most trusted firms in the business, and the company that clients rely on to provide innovative solutions to industry challenges. In 2014, responding to the growth of the television business, Mr. Goetz acquired leading research firm ASI Entertainment, which is credited with advancing the use of dial research for television, advertising and politics.
Mr. Goetz began his career at NRG, now Nielsen Content, and served as President of the Worldwide Motion Picture Group at OTX, now IPSOS, for over seven years. Because of his reputation and experience, he is often quoted in the national and international press and is a frequent guest speaker on panels and in workshops on the complexities facing the entertainment industry today. An active participant in the community, Mr. Goetz is a member of the Motion Picture Academy and is a multi-NGO board member, supporting causes as diverse as global cultural understanding, AIDS, animal protection and multiple sclerosis.
Bob Levin, President
Bob Levin is one of the most successful marketing executives in the entertainment business, having held the top position at three major studios where he led marketing campaigns for some of the biggest grossing films of all time. As President of Worldwide Marketing for Walt Disney Studios, Mr. Levin successfully launched the classic feature films, Beauty and the Beast and The Lion King, which became not only worldwide mega-hits, but also cultural phenomena. Subsequently, as President of Worldwide Marketing at Sony Pictures, he helped pull the studio out of a downward spiral and led the company to an all time box office high with such global hits as Men In Black, Jerry McGuire, Air Force One, My Best Friend’s Wedding, Stuart Little, As Good As it Gets and Spiderman, Sony’s tentpole franchise.
Mr. Levin then served as President of Worldwide Marketing and Distribution for MGM Studios, where he drove James Bond to a new level of international success and turned Legally Blonde into a worldwide franchise. His combined efforts for the three studios have generated over $500 billion in revenue. Classically trained in the David Ogilvy-era of consumer goods advertising agency business in Chicago, Mr. Levin was educated in the marketing disciplines of creative, publicity, media, research and promotions. His in-depth knowledge of how the work actually gets done has informed his management style throughout his career. He is noted for surrounding himself with the most talented people in every discipline and cultivating their skills to find innovative and effective marketing solutions.
Bruce Friend, Chief Product & Innovation Officer
With over thirty years of global experience in multi-media and entertainment brand research and strategic planning, Bruce Friend has pioneered research innovation in the areas of Film, TV, Gaming, the Internet and other media-related content and technology and is a recognized expert in youth media and culture. In his role as Chief Product & Innovation Officer, Bruce plays a critical role in refining and developing new products and focusing greater attention on innovation to propel Screen Engine/ASI’s continued success.
Before joining Screen Engine/ASI, Bruce was the President, Maru/Matchbox Media & Entertainment. Prior to Maru/Matchbox, Bruce served as President of Global Media and Entertainment at Vision Critical, and before that, President of Ipsos OTX MediaCT. Prior to joining OTX, Bruce held senior executive positions at top global media and entertainment companies including, Sony Pictures Entertainment, MTV, Nickelodeon, HBO, The Disney Channel, Telemundo Group, Inc, Saatchi & Saatchi, and Y&R advertising.
In non-executive roles, Bruce recently served as President of the Market Research Council of NY and has served on Academic Boards at both the University of Massachusetts and University of Alabama. In 1999, Bruce received the prestigious Chancellor’s Award from the University of Massachusetts for his contributions in the area of Child Developmental Psychology and Media. Bruce has 3 children and lives in Torrance, California.
Holly Leff-Pressman, Chief Client Engagement Officer
Holly Leff-Pressman has extensive experience partnering with media and studio executives to build and activate audiences for content consumption. Holly joined the Screen Engine/ASI team in 2017 to grow and strategize the overall business and develop new product offerings. As Chief Client Engagement Officer, Holly works closely with clients to find the best market research solution for their business needs. She takes a hands-on approach – always focusing on the end-goal and what needs to be done to exceed our clients’ expectations.
Previously, Holly served as an EVP at The Nielsen Co and a SVP of Worldwide PPV/VOD at NBC Universal. Earlier, she was a legal associate at the entertainment law firm Cooper, Epstein and Hurewitz. Holly is frequently invited to speak at industry panels including Variety Conference, UCLA Entertainment Law Symposium, Digital Hollywood and CTAM She is also a member of the Television Academy, an ongoing advisor to the Media Insights and Engagement conference and an active member of the California Bar. Holly attended both UCLA and Loyola Law School. In her free time, she participates in numerous philanthropic activities, including Chair, National Charity League, Breast Cancer Foundation, and spends time with her husband, two daughters and four dogs.
Paul Le Blanc, Chief Financial Officer
Paul Le Blanc has 25 years of experience in senior finance roles specializing in senior management, mergers & acquisitions, financial & operational strategic initiatives, capital raising, and corporate governance. As Chief Financial Officer, Paul is responsible for driving the company’s economic growth and overseeing all financial operations.
Before joining Screen Engine/ASI, Paul was Chief Financial Officer for Gameworks Entertainment, LLC, where he negotiated and closed the sale of the company to Oomba, Inc., and led it through the integration process. Previously, he was a Principal for October Financial, LLC., Senior Vice President at Kane & Company, Inc., and a Principal at CEO Strategic Solutions, LLC.
Paul holds an MBA from New York University, Stern School of Business. In addition to his passionate commitment to the Los Angeles Dodgers, Paul loves swimming, spending time at the beach, cooking for his family, and chauffeuring his children to their various extra-curricular activities.
Rachel Parness, Managing Director, Movie Group
Rachel Parness, a founding team member of Screen Engine/ASI, leads the Movie Group and has served the Entertainment community for nearly two decades, having worked on over 5,000 films. Rachel works with all major and mini-major studios, independents, producers, directors and other movie-related client service relationships on projects ranging from pre-greenlight through post release.
Prior to SE/ASI, Rachel was a member of the Motion Picture Group at OTX for 7 years, received her BFA from Northern Illinois University and graduated from the prestigious Interlochen Arts Academy. She is a member of the Academy of Motion Picture Arts and Sciences.
Aaron Paquette, Executive Vice President, Television Group
Aaron Paquette has more than two decades of experience in media research, with an emphasis on content testing, marketing evaluation, tracking, brand health/positioning, and consumer insights/trends. Aaron joined Screen Engine/ASI in 2017 to work closely with the entire team to lead the revenue growth of the TV group across all lines of business. He actively manages our current product lines and develops new revenue streams to better serve our clients. Aaron fosters strong relationships with his attentive and collaborative approach to finding innovative solutions for new and existing clients.
Previously, Aaron served as EVP of Media & Entertainment for Maru/Matchbox (formerly Vision Critical Research & Consulting), where he directed research projects for every major media conglomerate. Before this, Aaron was SVP of Client Services at Nielsen, where he led testing and research for some of the largest network and studio accounts. Prior to joining Nielsen, Aaron founded the television group at OTX. Aaron launched his career working on the client side at CBS and Sony Pictures Television, where he utilized research techniques to improve the CBS lineup as well as those of their network and station partners. Aaron earned his BS in Business Administration with a Marketing Emphasis from USC, and currently resides in Fort Worth, TX with his family and his pug, Tucker.
Beverly Bolotin, Executive Vice President
Beverly Bolotin joined the company in 2014 when Screen Engine LLC acquired the successful television research firm ASI Entertainment, forming Screen Engine/ASI.
As CEO of ASI Entertainment and one of their longest tenured executives, Ms. Bolotin has been responsible for providing exceptional service to the company’s many major broadcast and cable clients.
With her stellar reputation, clients often refer to Ms. Bolotin as the “can do” woman. Her years of experience bring a broad and deep understanding of client needs, and she is able to transform research requests into well executed projects that have led to some of the most successful series on television.
Elliot Rosenberg, Executive Vice-President
Elliot Rosenberg accompanied his colleague Beverly Bolotin to Screen Engine/ASI, after serving as President of ASI Entertainment. A native of New York, Mr. Rosenberg has more than 30 years of market research and project experience.
He and his former partner helped develop the ViewTrac dial testing methodology for television. It has become an industry standard for accuracy and reliability, and is in use at Screen Engine/ASI. Mr. Rosenberg provides expert advice on a wide variety of entertainment entities as well as handling the infomercial and advertising arm of Screen Engine/ASI.
Prior to accepting the position with ASI Entertainment in 2001, Mr. Rosenberg headed his own custom research company, Silny Rosenberg & Associates, for nearly 20 years.
Mark Orne, Executive Vice President, Cross Platform Group
Mark Orne draws on his nearly twenty years of entertainment research experience (many on the client-side) to provide research solutions, expert analysis and strategic recommendations to clients specializing in home entertainment, streaming services, gaming and technology. He approaches each project with the client perspective in mind and is committed to going above and beyond to deliver the highest quality results.
Before joining Screen Engine/ASI, Mark ran the consumer insights group at Sony Pictures Home Entertainment where he led market research for DVD, Blu-ray and digital releases, including intent-to-purchase and creative testing, shopper studies, and advising on new technology & business development ventures. Before Sony, Mark worked as a project director in the entertainment group for Lieberman Research Worldwide.
Mark holds a Master’s in Communication Management from USC and a BA in Sociology from UCLA. In his free time, Mark enjoys spending time with his family, playing basketball, and watching sports and movies in his man cave.
Christina Parish, Executive Vice President, Television Group
Christina Parish is a television research executive with over a decade of experience focusing on optimizing content development and marketing. Ms. Parish has worked extensively with domestic and international studios and networks, providing insight throughout the program lifecycle.
In addition to conducting considerable pilot research (both diagnostic and marketing-focused), Ms. Parish has done substantial work on series maintenance and recommissioning studies, promo testing, market strategy, concept testing, scheduling research, and syndicated and custom program and brand tracking.
Before joining Screen Engine, Ms. Parish was Vice President, Client Consulting at Nielsen Content, where she led a team that managed key broadcast network, cable and digital accounts, as well as developed international TV and U.S. Spanish language practices.
Tony Calfo, Senior Vice President, TV News Group
Tony Calfo brings his extensive experience in research, programming, marketing, sales and production to Screen Engine/ASI. In his role as Senior Vice President, TV News Group, Tony provides research-based insights to local and national TV news divisions to help them effectively reach and retain viewers. These insights include market landscape and brand studies, talent and promo research, content dial testing and focus group research, as well as digital/mobile usability studies.
Before joining Screen Engine/ASI, Tony was the Executive Vice President of Research at Simple Opinions. Prior to that, Tony was Vice President Research Strategies at SmithGeiger where he worked with local TV stations, cable channels, and national networks across a variety of topics including news, sports, talent, and programming. Tony began his television career at WITI-TV in Milwaukee, producing several local sports programs including the Emmy Award winning "Talking Sports", "Talking Packers", "The Kevin O'Neill Show", and Milwaukee Mustangs Arena Football. After WITI, Tony took a strategic research position with Warner Bros. Network Television focusing on Warner Bros. produced programming. This was followed by positions at KCAL, KCOP, DreamWorks, The WB and ABC.
Tony is a graduate of Marquette University in Milwaukee, Wisconsin. Tony and his two sons reside in Thousand Oaks, where the family actively supports the American Cancer Society. In his spare time, Tony volunteers as the President of the Pacific Youth Football League and had coached football on the high school and junior high school levels for the last 20 years.
Sylvia Ortiz-Moscato, Senior Vice President, Research Solutions
Sylvia Ortiz-Moscato has over 20 years of experience in the market research industry serving clients with an intelligent blend of custom analytic design and strategic executional direction.
Her background in quantitative research spans varied industries, including interactive/digital media, television, home entertainment, consumer packaged goods and automotive.
As Vice President of the multicultural division of Ipsos MediaCT, Ms. Moscato designed, executed and provided insights for the entertainment industry on projects encompassing the general audience and Hispanic marketplace.
She has worked on global initiatives for clients including, Telemundo, HBO Latin America, A&E International, MTV and Discovery International, and held positions at the Cultural Access Group and Diagnostic Research/Added Value.
Laura Zilli, Vice President, Research Strategies
Laura Zilli has over 25 years of experience in market research with a special emphasis on movies and entertainment. She has a proven ability to manage and direct all aspects of the marketing research process. Laura is particularly skilled at finding the nuances in the data to help our clients better understand their target audience.
Prior to joining Screen Engine/ASI, Laura served as chief marketing analyst for Capstone Global Marketing & Research Group, where she provided strategic analysis related to brand imagery, consumer behavior insights, market segmentation, online tracking research, and attitudinal assessments. Laura began her market research career as an analyst at NRG, where she worked closely with Kevin Goetz on many film projects of multiple genres.
Laura holds a BA in Political Science from Dominican University. In addition to her lifelong passion for crafts and reading, Laura enjoys spending time with her family and her Miniature Schnauzer in the great outdoors, either hiking in the Santa Monica Mountains or kayaking around the Channel Islands Harbor.
Erin Leigh, Vice President, Television Research
Erin Leigh has over a decade of experience in the entertainment market research field. She is particularly passionate about qualitative research, partly due to her background in psychology (she has a BA in Psychology from UCLA and a Master of Science in Human Behavior from USC). Erin specializes in television pilot testing with an emphasis on children’s entertainment. She has consulted on hundreds of pilots and provided strategic guidance to network executives and producers, so they can make the most informed decisions on the green-lighting and series development process.
Prior to Screen Engine/ASI, Erin worked at Lieberman Research Worldwide and at J.D. Power & Associates, where she played a lead role in in real estate syndicated studies. In her free time, Erin enjoys traveling with her husband and finding new restaurants off the beaten path.