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.
Holly Leff-Pressman, Chief Revenue 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 Revenue 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.
Rachel Parness, Managing Director, Client Services
Rachel Parness brings more than a decade of experience handling client services and operations in the entertainment research market to her role at Screen Engine.
On board at the company since its inception, Ms. Parness' impeccable service delivery on countless film and television productions, in both the domestic and international marketplaces, have made her a trusted consultant to major studios and independent entertainment companies.
Ms. Parness has a background in consumer goods and non-profit. She studied at the prestigious Interlocken Arts Academy, and earned her BFA from Northern Illinois University.
Ellen Ryan, Executive Vice President & General Manager of the Television Group
Ellen Ryan returned to her “roots” when she joined Screen Engine/ASI in 2016 as the Executive Vice President & General Manager of the Television Group. After all, Ellen launched her market research career at ASI Entertainment directing program and pilot projects. Now, Ellen draws on her 25 years of industry experience to create meaningful research to help our clients inform strategic decisions. She oversees our Television Client Services team in supporting client projects from beginning to end. Ellen also oversees the day-to-day operations of our Valley Village facility used for qualitative and theater testing.
Previously, Ellen served as Senior Vice President at Nielsen Content and also managed the Brand and Network research team for HGTV and DIY Network, And before that, she was with ASI Entertainment. In addition, she is a trained mediator and volunteered with the Community Mediation Center for the Knox County Courts. She is an experienced moderator who holds an MBA from the Monterey (now Middlebury) Institute of International Studies and a BA in French from Santa Clara University. In her free time, she enjoys watching classic movies, traveling, and spending time with her two Shelties.
Aaron Paquette, Co-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, Senior Vice President, New Media Group
As SVP of Screen Engine’s New Media division, Mark Orne draws on over fifteen years of entertainment research experience to provide home entertainment, games and technology clients with strategic market research critical to the constantly changing business.
Mr. Orne comes to Screen Engine after running the consumer insights group at Sony Pictures Home Entertainment for twelve years, where his understanding of the industry was considered invaluable. As Executive Director, he led all market research for Sony’s DVD, Blu-ray and digital releases. Mr. Orne also oversaw consumer trends reporting and advising on new business and technology.
Prior to joining Sony, Mr. Orne developed his market research skills as a project director in the entertainment group of Lieberman Research Worldwide. He holds a Master’s in Communication Management from USC and a BA in Sociology from UCLA.
Christina Parish, Senior Vice President, Client Services
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.
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. Ms. Zilli began her entertainment career as a market research analyst at NRG (now Nielsen), where she met and worked closely with Kevin Goetz on many film projects of multiple genres.
She has a proven ability to manage and direct all aspects of the marketing research process, and is skilled in finding the nuances in the data to help clients better understand their target audience.
Prior to joining Screen Engine/ASI, Ms. Zilli worked for many years as the chief marketing analyst for Capstone Global Marketing & Research Group, where she focused on strategic market analysis related to brand imagery, consumer behavior insights, market segmentation, competitive analysis, online tracking research, and attitudinal assessments.
Erin Leigh, Vice President, Television Research
Erin Leigh has over a decade of experience with quantitative and qualitative entertainment research. Before venturing into the exciting world of television pilot testing, Ms. Leigh began her career in entertainment market research at Lieberman Research Worldwide. Following this, she played a lead role in overseeing J.D. Power and Associate’s Real Estate Syndicated Studies.
For the past seven years, Ms. Leigh was the key project director responsible for developing creative approaches to qualitative research with the goal of providing strategic insights to television network executives, studios and producers for potential television pilots and acquisitions. Annually, she consulted on hundreds of pilots to enable television networks to make the most informed decisions regarding their green lighting and series development process.
Ms. Leigh holds a BA in Psychology from UCLA and a Master’s of Science in Human Behavior from USC with an emphasis in Consumer Psychology and Integrated Marketing.
Ronson Chu, Vice President, Finance and Administration
Ronson Chu has the challenging task of keeping Screen Engine/ASI’s infrastructure on pace with the exponential growth of the business. Along with his financing and accounting duties, Mr. Chu and his team participate in business development planning, human resource investments and evaluating strategic opportunities.
Prior to Screen Engine/ASI, Mr. Chu worked as an investment banker before switching to corporate finance. As Lead Finance Manager, he helped Macy’s department stores build their largest e-commerce logistics center in the U.S., a project that created over 2500 jobs in the mid-Atlantic region.
Mr. Chu has built several finance and operations teams and takes the greatest pride in mentoring talented individuals and helping them grow.
James Spottiswoode, Chief of Analytic Intelligence
James Spottiswoode has over 40 years experience in applied mathematics, electronics, invention and creative solutions to measurement problems. A graduate in applied mathematics from the University of Wales, Mr. Spottiswoode started his career as a psychometric consultant with SRI International and SAIC.
At Nielsen Entertainment, Mr. Spottiswoode was Chief Statistician for movie market research, where he developed numerical models that enabled movie studios to forecast both revenues and the competitive interactions between movies.
Throughout his career, Mr. Spottiswoode has developed systems which have been sold to major Hollywood studios and Fortune 500 companies.
Mr. Spottiswoode has been associated with Screen Engine/ASI since its inception.