London-based public relations company Premier PR has sold its entertainment market research agency, First Movies, to LA based research and consulting firm Penn Schoen Berland, part of the WPP group.

First Movies, which currently operates in both London and Los Angeles, provides market research to Hollywood studios and other clients via audience research methods such as test screenings and market analysis.

Set up in 2000, their clients include major film studios, independent distributors, production companies and industry Affiliates.

In their converged form, Penn Schoen Berland and First Movies will handle the full spectrum of international consumer market research needs, including franchise management, green-light research, marketing positioning, test screenings, focus groups, creative advertising testing, box office tracking, exits, and home entertainment.

John Reiss, chairman of Premier PR, said, “This was a strategic disposal to enable Premier to focus on its growing core business as a creative communications agency providing marketing and PR services to the entertainment, arts and culture industries.”