Don’t Kill the Messenger welcomes producer and studio executive, David Friendly

In this episode of Don’t Kill the Messenger, host Kevin Goetz interviews David Friendly, whose remarkable career transition from journalism to film production led to an Academy Award nomination for Best Picture with Little Miss Sunshine. David worked with industry giants like Ron Howard and Brian Grazer before establishing himself as a successful producer. His producing credits include Courage Under Fire, Dr. Dolittle, Big Momma’s House, Laws of Attraction, and the hit USA Network series Queen of the South. In this conversation, Friendly shares candid stories about his career transition, the making of Little Miss Sunshine, lessons learned from his mentors, and his perspective on an ever-changing industry.

David Friendly on Kevin Goetz and Audience Testing:

But those screenings you do, I want to talk about what you do just for a second. I don’t think you’re really as conscious of how nervous producers are at the first test screening. You kind of see if you let the negative come up, you’re thinking this might be the last one if it fails, and then you let the positive come up and you’re like, what if it really works? You are sweating and anxious and you’re trying to perceive how it’s playing and when it goes well, it is such a rush. And when it goes poorly, it’s just awful. Terrible.

Taking the Leap from Journalism to Production

After nine years as an entertainment journalist at Newsweek and the LA Times, Friendly made the decision to switch careers. His early producing instincts had emerged during his college years: “I produced 40 concerts in four years and they all sold out… I love this job and I tell people to this day, it was my favorite job. I never made a penny. I made the school a lot of money.”

The transition wasn’t easy, particularly given his family legacy. His father, Fred Friendly, was the legendary president of CBS News (portrayed by George Clooney in Good Night, and Good Luck). David recalls the moment he had to tell his father about leaving journalism: “I remember being at my desk with a telephone and seeing my hand shaking because I had to call my dad and tell him I was leaving journalism and going into the movie business.”

Finding Success at Imagine Entertainment

His breakthrough came during the writers’ strike at Imagine Entertainment. Under pressure from Brian Grazer to “find us a movie,” Friendly discovered Backdraft. “I said, I like the brother relationship. I think fire as a character is really interesting… I don’t think the script is perfect by any means, but I think it can be a real movie.” This helped launched a successful tenure at Imagine that included bringing in projects like My Girl and Kindergarten Cop.

Little Miss Sunshine and an Oscar Nomination

Perhaps his most significant achievement was recognizing the potential in Little Miss Sunshine. Despite industry skepticism, Friendly and his partner purchased the script for $150,000. “People were calling and saying, that’s been seen by everybody and everybody passed… And I said, well, that’s okay. I think it’s great.” His faith in the project led to an Academy Award nomination for Best Picture.

David Friendly on assembling the cast of Little Miss Sunshine:

I think you’re thinking about Abigail Breslin, the little girl, Paul Dano, the brother, and Steve Carrell, who played the uncle. And the interesting thing about that was, I don’t remember who told us, but I specifically remember people telling us how great he was going to be in this upcoming movie, 40-Year-Old Virgin. It hadn’t come out yet. And no, I give John and Val all the credit for it. Of course we had input as producers, but they were amazing.

The Test Screening Experience

Friendly offers unique insight into the anxiety-inducing world of test screenings: “I’ve watched you do dozens and dozens of focus groups, and very often there are directors rolling their eyes at focus groups, not Ron Howard. He wants to hear everything, but some people are like, well, I didn’t make this movie for them, or they have an attitude, but I watch you and no matter what the person says, you have a kind of neutral response and encouraging. Tell me more about why you feel that way. They just trash the movie, but you don’t react, you don’t get defensive, and you really are getting true feelings from these people. Whether the filmmakers want to hear that or not, it’s a different story. But in the moment, you’ve got them in your hands.”

Wisdom for a Changing Industry

Friendly approaches the industry with what he calls two metaphorical tattoos: “The first word is acceptance, and the second word is gratitude.” This philosophy has helped him navigate industry changes, leading to successful ventures like the television series Queen of the South.

His career continues to evolve, as demonstrated by his recent work on a Dolph Lundgren documentary. “I think sometimes you learn the most by making the biggest possible mistake,” he reflects.

The Value of Mentorship

The influence of his early mentors, Ron Howard and Brian Grazer, remains strong: “I cannot believe all these years later how many times I would be in a difficult situation… And I’m constantly hearing their voices in my head and Brian’s saying one thing and Ron’s like, ‘yeah, but maybe be a little calmer about it.’ And I hear them all the time and I take their advice and it’s served me well.”

In this conversation with his friend, Kevin Goetz, David Friendly shares how his journey from journalist to successful producer demonstrates that success in Hollywood requires more than just talent—it demands adaptability, resilience, and the wisdom to learn from both successes and failures.

For the full conversation, check out the podcast episode here. And let us know your thoughts on the episode in the comments!

Don’t Kill the Messenger, hosted by movie and entertainment research expert Kevin Goetz, brings his book Audienceology to life. This bi-monthly podcast takes a peek behind the filmmaking curtain as Kevin talks with famous filmmakers, studio executives, stars, and other creatives about movies, filmmaking, audience test screenings, and much more.