Film Distribution & Marketing Vet Derek McLay Launching Insight Theatrical

deadline.com:

EXCLUSIVE: Former EDO Theatrical President Derek McLay has acquired EDO Box Office and EDO Screenings from EDO, and is opening the doors to his new firm, Insight Theatrical.

McLay will continue EDO’s groundbreaking work in box office audience analytics, research, and prediction, while expanding the service, which is already used by nearly every distributor in Hollywood, to include new technology-based offerings. “Almost ten years ago, Edward Norton and Daniel Nadler offered me the opportunity to work with some of the brightest young minds coming out of Harvard, and we created EDO Box Office and EDO Screenings,” said McLay.  “Now is the time for the next chapter.

As EDO focuses on outcome measurement for convergent TV advertising, Insight Theatrical will continue to offer the same industry-leading services in test screenings, research, and predictive analytics.” Formerly EVP at IAG, and later President at NRG, McLay joined EDO ten years ago to create a new system that allows test audiences to communicate with filmmakers in ways that moviegoers prefer, and allowed filmmakers and studios to analyze superior data much more efficiently.  “As someone who was at the very first NRG screening, when Apocalypse Now was screened at the Bruin in Westwood, test screenings have always been a passion for me,” McLay added.  “As President of NRG, I relished every screening and watched brilliant filmmakers work.

However, the process back then always seemed outdated, and I knew there was a better audience experience that would improve the accuracy of scores to match opening weekend exit polls.