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Research Firm Enact Insight Hires Mark Orne to Head New Home Entertainment and Gaming Division Media Play News

January 25, 2024

Entertainment research agency Enact Insight is launching a global home entertainment and gaming division led by managing director Mark Orne.

Mark Orne

In his new position, Orne, who brings nearly 25 years of entertainment market research experience, will provide research solutions, expert analysis, and strategic recommendations to filmmakers, game developers, and retailers.

Orne will report to Greg Durkin, founder and CEO of Enact Insight.

“Mark and I have known each other for the majority of our careers,” Durkin said in a statement. “We respect each other and complement each other well. He brings a tremendous amount of experience in the home entertainment and gaming fields and instant credibility to the division he is leading.

“We’ve tested advertisements for every major theatrical and streaming title released in the past four years, but we’ve largely focused on the first window of release. Mark is the perfect leader to help us promote the holistic success of content across all windows and platforms.”

“I’m excited to join Enact, as they already have a large global presence in all the key entertainment markets,” Orne said in a statement. “Every week Enact is in the field in at least 12 countries, gaining insights from those global audiences to advise entertainment clients on creative optimization, competitive positioning, audience targeting, and viewership estimates across multiple platforms.”

Orne joins Enact Insights after leading the cross platform group at Screen Engine/ASI for more than eight years. As EVP, he focused on IP/Franchise management, title tracking, content development, creative explorations, user experience, play testing, and business development in the home entertainment, streaming, games, and technology markets.

Before joining Screen Engine/ASI, Orne created and led the global consumer and shopper insights group at Sony Pictures Home Entertainment for more than 12 years. As executive director, Orne oversaw reporting on consumer trends, advised on new technology and business development, and led all home entertainment research projects, including intent-to-purchase and creative testing, for SPHE’s DVD, Blu-ray, and digital release campaigns worldwide.

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Prior to joining Sony in 2002, Orne served as a project director at Lieberman Research Worldwide, managing domestic and international market research studies for entertainment clients.

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