Edward Norton’s Challenging New Role Could Put Him in TV’s Battle for Advertising Dollars
variety.comBrian Steinberg Senior TV Editor After a career spent tackling some of the most challenging roles in Hollywood in films such as “Motherless Brooklyn,” “Fight Club’” and “American History X,” Edward Norton has started to work in TV.
Norton is doing his work behind the camera, but it could make him and his colleagues some of the medium’s most influential. EDO, an analytics company he co-founded with economist and entrepreneur Daniel Nadler, has in the past year struck alliances with Netflix, Disney, Amazon, TelevisaUnivision, Nielsen and Paramount Global, among others.
It is also helping advertisers such as State Farm and SoFi determine how to spend their dollars. TV ad-sales executives have spotted the actor holding forth at a Disney presentation to advertisers and at a meeting of the VAB, a trade group that represents the TV networks.
At the latter, Norton sounded “like a CEO. He’s very big picture and super articulate and understands the issues as well as any of us who are in the business,” says John Halley, president of advertising for Paramount Global. “He’s not just like a celebrity endorser.
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