Joseph Craig, Gary Faber form firm

Consultancy will serve film, TV and theater clients

Veteran marketing execs Joseph Craig and Gary Faber announced Monday that they have joined together to launch Entertainment Research & Marketing.

The New York-based entertainment research and marketing consultancy will offer media planning and creative services to film, television, Broadway, video game, publishing and music companies. ERm targets a client base among the major studios, indie producers, and Broadway, Off-Broadway and touring theatrical production.

"Using a variety of new techniques, including updated research screening methodologies, concept and material testing, focus groups, and exit surveys, we will help our clients to get answers that will make the projects more successful and improve their bottom line," Craig said.

"In a marketplace where dollars don't go nearly as far as they used to and audiences are increasingly fragmented, the timeliness of audience feedback has become an essential component to any successful campaign," Faber said.