How to Score in Hollywood
Dive into the behind-the-scenes world of the movie business, where entertainment strategist Kevin Goetz reveals the pivotal intersection of creative instinct and audience insight. This is the sweet spot where the business of film meets the art of storytelling. When it comes to cinematic success, every detail matters—from early concept to the final marketing push.
How to Score in Hollywood is a playbook for guiding movie-making decisions at every turn. Drawing from nearly four decades of experience, Goetz shows how films can be made and marketed to turn a profit by aligning creative ambition with good business practice, all toward the goal of serving up entertainment experiences that audiences will embrace.
Whether you’re a filmmaker, studio executive, entrepreneur, student, or movie lover, this book pulls back the curtain on the formula for success, revealing principles that apply to any business where creativity must meet consumer expectations. Through his own entertaining examples and stories shared by some of the biggest movers and shakers in Hollywood, Goetz illustrates how audience insights, budget discipline, and marketplace awareness shape a film’s financial outcome.
Key insights include:
- Curating big ideas to build a strong commercial foundation
- At the earliest stages, knowing the audience that will be most interested in your movie, and budgeting for its size
- Defining why a film should exist and what value it brings to the market
- Understanding how digital platforms have reshaped audience behavior
- Standing out in a crowded landscape with bold marketing executions
- Using audience research to recognize key strengths and identify red flags that will drive smart decision-making
- Making sure you have a clear plan for the entire movie lifecycle, especially with creatively risky material
Kevin Goetz is the founder and CEO of Screen Engine, a global leader in entertainment research and strategy, serving all the major film studios, television networks, and streaming services. Throughout his career, he has been at the forefront of Hollywood, having personally tested over 5,000 film titles, where his work significantly impacts how movies are made, marketed, and released. In 2024, Kevin received American Cinematheque’s prestigious Power of Cinema Award for his contributions to the film industry. He is the author of the bestselling Audience-ology and How to Score in Hollywood, which explores the secrets to success in the movie business. Kevin hosts the popular Don’t Kill the Messenger podcast and continues educating the filmmaking community through keynote speeches and global presentations. He has produced twelve TV movies, including the Emmy-winning Wild Iris, and the 2025 documentary Children in the Fire. A member of the Academy of Motion Picture Arts and Sciences, the Television Academy, and the Producers Guild of America, Kevin also serves on the boards of six nonprofit organizations. He currently resides in Beverly Hills with his husband, Neil, a producer and former creative advertising executive, and their labradoodle, Kasha.
