Kevin Yoder is Executive Vice President Theatrical Strategy for National Research Group (NRG), a global provider of market research and strategy services to the entertainment industry.
Kevin rejoined NRG in 2018 and leads NRG’s theatrical strategy practice. He brings to his work over 25 years’ experience in global positioning, strategy, creative materials development and brand/franchise management for film franchises. He is the creator and author of the industry-wide annual report, the State of Moviegoing (better known as “the Benchmark”). He works closely with theatrical clients on developing new methodologies (both quantitative and qualitative) to assess and incorporate consumer insights into actionable marketing strategies. He’s most passionate about transforming data points into stories that can illuminate and inform creative decisions and maximize marketability.
Prior to his return to NRG, Kevin was the Executive Vice President of Marketing Research and Strategy for 20th Century Fox Films, where he implemented, reported and applied marketing research and strategy across the lifecycle of each of the studio’s theatrical releases, including oversight of the strategy for such franchises as Alien, Planet of the Apes, and X-Men, as well as the launch of such successful franchises as Deadpool and Kingsman, and the release of such original titles as Life Of Pi, Hidden Figures, The Martian and The Fault In Our Stars.
Kevin got his start in the entertainment industry as an intern, with stints at Samuel Goldwyn Pictures and NRG, where he began as an intern in 1992. Following his hire later that year, he created the industry’s first syndicated international tracking program in five territories and headed their international practice, before being appointed Chief Analyst in 1996, a position he held until named to succeed the company’s founders as its next chief executive. Following NRG, Kevin was part of the management team at MarketCast LLC, serving as Managing Director, and primarily responsible for the DreamWorks and Fox accounts.
Kevin has guest lectured at the USC School of Cinematic Arts, the Annenberg School of Communications, and Mendoza College of Business at the University of Notre Dame. He was featured speaker at the Shanghai Film Festival Marketing Symposium in 2018, and authored the chapter on Market Research for the second edition of Jason Squire’s Movie Business Book. He is a member of the Academy of Motion Picture Arts and Sciences in the Marketing and Public Relations branch.
Kevin also holds a JD and is a member in good standing of the State Bar of California; he practiced corporate law in both Los Angeles and New York City. While practicing in New York, he was bitten by the entertainment bug when he helped co-found The Miranda Theatre Company, an off-Broadway theatrical production company still mentioned as among the highlights of the Off-Broadway scene. He currently serves on the Board of Trustees of Bridges Academy.
A native Californian, he lives in the Hollywood Hills with his husband, their two teenaged children, and a very mouthy golden retriever puppy who thinks ankles make terrific chew toys.