Paura, who while at NRG introduced the market testing concept to Hollywood, said her new venture would offer a collaborative approach “to reaching and persuading today’s moviegoers”

She said: “Just as audiences have evolved, figuring out how to reach them successfully is a process that has also changed. I am committed to preserving the best traditional research tactics, but also to using a slate of Capstone’s newly developed analytical tools. Today’s movie marketplace has changed. We need the research paradigm to adapt accordingly.”

Angela Paura, who was previously chief operating officer at NRG, will serve as president and CEO of Capstone. She is currently CEO of Advanced Marketing Perspectives, a research agency that will become part of Capstone.