No one who saw it can forget the movie Fatal Attraction. Everyone has their own favorite scene but Market research pioneer Joseph Farrell, who died earlier this month at age 76, was responsible for convincing the studio to change the ending.
Farrell is credited with the expansion of opinion tracking for all major Hollywood studios helping market research drive key movie making decisions. This set up a battle, however, between those who saw movies as purely art and those who viewed them as money-making ventures.
After working for Louis Harris Mr. Farrell founded the National Research Group, which re-worked the pre-release and preview screening process. The NRG became the most influential marketing consulting firm in Hollywood.
Farrell said of his much-maligned work: “The film is the athlete; I just give it every training tip I know…Filmmaking is a creative pursuit but must ultimately go commercial. Market research, a town meeting of sorts, lets the filmmaker know if he’s communicating effectively with the public.”
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