Entertainment-Research Company MarketCast Said to Explore a SaleBy
MarketCast advised on films including “Silence of the Lambs”
Company said to be targeted by several private equity firms
The owners of MarketCast LLC, a research company specializing in the entertainment industry, are exploring a sale, according to people familiar with the matter.
MarketCast’s backers, RLJ Equity Partners and State Street Global Advisors, are working with an adviser to find a buyer for the Los Angeles-based company, said the people, who asked not to be identified because they weren’t authorized to speak publicly.
Several large private equity firms are interested in the company, which could fetch about $280 million, or 14 times its earnings before interest, taxes, depreciation and amortization, the people said. The potential buyers are attracted by the entertainment industry’s growing appetite for market research as viewing platforms proliferate and audience tastes diverge, the people said.
A spokeswoman for State Street declined to comment. Spokesmen for MarketCast and RLJ didn’t respond to e-mails seeking comment.
MarketCast uses a mix of qualitative and quantitative tests to help movie and television studios market their products. Projects it’s advised on include the films “Silence of the Lambs” and “Dances with Wolves,” according to its website.
RLJ, based in Bethesda, Maryland, and State Street, then part of General Electric Co.’s asset-management unit, invested in the company in November 2014. MarketCast previously was owned by Shamrock Capital Advisors, a Los Angeles-based private equity firm.