Michael Groszkruger obit

Michael Groszkruger, Former New Line and Warner Bros. Market Research Exec, Dies at 60

A “tireless optimist,” he worked on films in the ‘Lord of the Rings,’ ‘Austin Powers,’ ‘Harry Potter’ and ‘Hangover’ franchises. 

 He was not on the list.

Michael Groszkruger, the respected market research executive who spent more than two decades at New Line Cinema and Warner Bros., died Jan. 30 of complications from cancer in Portland, Oregon, his family announced. He was 60.

Groszkruger served as a vice president and head of research at New Line from 1997-2008, a period in which the studio released such notable films as Wag the Dog, The Wedding Singer, Magnolia, Love & Basketball and entries in the Lord of the Rings, Austin Powers and Rush Hour franchises.

“A lot of New Line’s success was due to Mike’s extraordinary ability to take research and distill the data into creative insights,” former New Line president of marketing Russell Schwartz said in a statement. “His instincts in marketing were unparalleled.”

Groszkruger segued to New Line sister studio Warner Bros. as vp market research in 2008 and helped market Harry Potter, Hobbit, Hangover and Clint Eastwood films, among many others, until his retirement in 2017, after which he continued to consult for the development group.

“I was incredibly fortunate to work with Mike for nearly a decade at the studio,” said Lewis Oberlander, Warner Bros. executive vp worldwide market research. “He was a tremendous colleague who drove research efforts in support of all our titles. There was the work, but it’s his friendship that was priceless. Mike was a true joy.”

Toby Emmerich, who collaborated with Groszkruger during his time as Warner Bros. Pictures Group chairman, said that “whenever we had a director showing their movie to an audience for the first time, there was nobody in the theater pulling harder for the filmmakers than Mike!”

He continued: “If the results were mixed, nobody worked harder to come up with ideas for how the movie might be able to play better. Mike was a tireless optimist, always spoke his mind and carried himself under all circumstances with a gentle and kind manner. He will be missed deeply.”  

Born in Inglewood in 1964, Groszkruger earned his bachelor’s degree from Cal State Fullerton and his master’s degree in Eurasian, Russian and East European studies from Georgetown University.

He worked for the International Media Fund in Washington from 1994-96 before landing at New Line.

In retirement, Groszkruger lived in Portland and became an accomplished painter, gardener and historical docent.

“I always admired my friend Mike for having the chutzpah to leave Hollywood and pursue his dream, creating a beautifully simple life, doing beautifully human things,” Screen Engine/ASI founder/CEO Kevin Goetz said. “He was a model for us all, and I will miss him terribly.”   

Survivors include his sister, Jill, and his nieces, Emily and Allison.