Audienceology Archives - Kevin Goetz

Finding Your “And”: Kevin Goetz’s Journey from Actor to Audience Whisperer

Managing Editor - AB — Sat, 26 Apr 2025 04:09:51 +0000

In Hollywood, many unknown people working behind the scenes have a big impact on the final cuts of films. Kevin Goetz is one of them. The Los Angeles Times called him the ‘doctor of audience-ology’ because of his work testing movies with audiences before they’re released.

As the founder and CEO of Screen Engine/ASI, Goetz has tested more than 5,000 films with every major studio and streaming service. But what makes his story worth telling isn’t just his impressive career; it’s how he got there by discovering what he refers to as embracing his “and.”

From Movie Testing to Global Research

Screen Engine/ASI started with a focus on movie testing but has grown into much more. Today, it’s a global market research firm with over 300 employees serving clients across multiple industries.

“My firm tests. We diagnose. We prescribe a remedy,” Goetz writes in his book Audience•ology. “Occasionally, we must break the news that the patient is dead on arrival.”

While movie testing remains at Goetz’s core, Screen Engine/ASI now applies its research expertise to gaming, technology, consumer goods, healthcare, lifestyle, travel, and sports.

At the foundation is Goetz’s approach: understanding how entertainment consumers respond to content and brands. In Hollywood, this has earned him nicknames like “the movie whisperer”, but he prefers audience advocate, reflecting his mission to help creators connect with the people they’re trying to reach.

The Brooklyn Boy Makes Good: Kevin’s Early Years

Kevin Goetz was born in Brooklyn in the 60’s. From his earliest years, he was drawn to performance, practicing Oscar acceptance speeches in his bathroom mirror and begging his parents for singing, dancing, and music lessons.

“I had known that I belonged in show business from my first moment of consciousness,” he recalls.

At fifteen, Goetz ran away from his New Jersey home, if only for a day, to pursue acting. Using the money he earned from odd jobs, he took a bus to New York City, found a photographer to take his headshots, and found a dance studio to take classes. He also ultimately found a talent manager. This bold move convinced his reluctant parents that his interest in performing wasn’t just a phase.

By his late teens, Goetz was booking TV and radio commercials while studying at Rutgers University’s Mason Gross School of the Arts, one of the most respected acting conservatories in the country. But his entrepreneurial spirit was already emerging. During high school, he founded his own dance studio, which helped support his college education. Once he graduated and moved to New York City, he tried to buy the video store where he worked on weekends while pursuing his acting career.

“I decided that if I was going to work at a video store, I was going to be the greatest goddamn video store employee the world had ever seen,” he recounts. Though the owner, feeling threatened, fired him for being too ambitious, this early experience taught him valuable business lessons.

Discovering the Power of the “And”

The pivotal moment in Goetz’s story came during his transition from actor to researcher. After moving to Los Angeles to pursue acting, he took a part-time job with National Research Group (NRG), moderating focus groups at film test screenings. What began as a “survival job” gradually revealed itself as something more.

For years, Goetz maintained a dual identity: actor, singer, dancer, and ultimately producer on the one hand; focus group moderator of pre-released movies on the other. This division created tension, as if one path represented his dream and the other was merely a practical necessity.

The breakthrough came when he realized these weren’t competing identities but complementary parts of a whole. In his 2016 Rutgers alma mater commencement address, Goetz shared this epiphany:

“If I’m being totally honest, if someone told 21-year-old Kevin that this is what 53-year-old Kevin would be doing, I’d probably be disappointed, maybe even devastated, because it doesn’t jive with the specific vision I had for my life. It’s easy to get stuck, especially for artists. I implore you to keep an open mind and heart. I’m an artist AND an entrepreneur. That’s what I was always meant to be.”

This realization of finding his “and” became a defining principle. He elaborated during his keynote at the Insights Association conference in 2023:

“Every day I show up with my decades of experience as a researcher, strategist AND a creative, I show up with my ‘and.’ The ‘and’ is what connects our work with who we are.”

This integration doubled his effectiveness. His actor’s training gave him the emotional intelligence to read unspoken reactions in focus groups. His experience as a producer helped him speak the language of filmmaking and translate audience feedback into actionable suggestions. And his researcher mindset allowed him to analyze the feedback from individual respondents and patterns across thousands of screenings.

The Hollywood Tapestry

In 2024, during his acceptance speech for receiving the American Cinematheque’s Power of Cinema award, Goetz used a powerful metaphor: “What I can see clearly now is just how vast and rich the Hollywood tapestry is. How it somehow manages to fit so many of the twists and turns of my life and career.”

This image captures something essential about both Goetz’s story and his philosophy. Film is a collaborative medium, combining countless contributors, from directors, actors, and producers to editors, marketers, and audiences themselves.

As an “audience advocate,” Goetz plays a vital role in this tapestry. His work has led to innovative approaches to audience research. For one big action film in particular, he developed a strategy where he paused the movie midway and asked the audience: “What do you think will happen next? And what do you want to happen next?”

The approach of trusting the audience to help craft the ending led to reshoots that transformed the film into a multi-million dollar worldwide success.

Lessons from Kevin’s Journey

Goetz’s story offers valuable lessons beyond the film industry. His three principles provide a framework for anyone navigating their career:

“Own the video store” – Bring your full passion to everything you do and get the proper homework done to take it to the next level.
“If you can’t find a way, make a way” – Don’t wait for permission; create opportunities when they don’t exist.
“Find your ‘and'” – Recognize that seemingly disparate skills can become your unique strength.

This third principle has proven most powerful. As Goetz noted:

“When you bring your all—all of your experience, all of your love, all of yourself to the process—that’s when you start seeing a more full, interesting, and authentic story around what you are trying to accomplish. That’s when you get to the essence of what’s true… In those moments, you make magic.”

In a world that pushes us to specialize, Kevin Goetz reminds us of the power of embracing our multifaceted selves. His career demonstrates that our greatest strengths often lie at the intersection of seemingly unrelated passions and skills.

In finding his “and,” Kevin Goetz didn’t just build a successful business; he found a way to use human connection to help filmmakers and audiences speak to each other through the wonder of movies.

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

Managing Editor - AB — Fri, 06 Dec 2024 01:21:39 +0000

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.

For more information about David Friendly:

Wikipedia: https://en.wikipedia.org/wiki/David_T._Friendly

Instagram: https://www.instagram.com/davidtfriendly/

IMDB: https://www.imdb.com/name/nm0295560/

For more information about Kevin Goetz:

Website: www.KevinGoetz360.com
Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678
Facebook, Twitter, Instagram: @KevinGoetz360
Linked In @Kevin Goetz
Screen Engine/ASI Website: www.ScreenEngineASI.com

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Don’t Kill the Messenger welcomes the President of TriStar Pictures, Nicole Brown.

Managing Editor - AB — Fri, 12 Jan 2024 22:27:28 +0000

Veteran Hollywood executive Nicole Brown recently joined the podcast “Don’t Kill the Messenger” for an illuminating discussion about the art and business of filmmaking. As President of TriStar Pictures, Brown provided invaluable insider perspectives on what captivates audiences and brings compelling stories to life on the big screen.

Tracing her early acting jobs to producing and executive roles, Brown imparts thoughtful wisdom on creative collaboration, test screenings, and keeping audiences engaged. She shares insights on balancing bold artistic visions with commercial success, studio involvement, and the importance of innovation. From her experiences shepherding films like The Woman King, Baby Driver, and A Beautiful Day in the Neighborhood, Brown offers revelations on what goes into crafting compelling films. She also has advice for emerging talent looking to push the industry forward.

Early Life and Career

Brown describes getting bitten by the acting bug as a child growing up in Culver City, California. She began booking commercials and roles in shows she watched on TV. She reflects on how quickly acting went from an extracurricular activity to a central part of her young life.

Transition to Producing

When Brown attended Columbia University, she began realizing that she derived more joy from facilitating creative projects behind the scenes than being on camera. She produced a controversial student play, handpicking the script and director to draw a big audience. Brown knew she found her calling when she watched happily from the wings on opening night.

Internship with Marc Platt

After college, Brown landed a career-changing summer internship with powerhouse producer Marc Platt. She sat in on his meetings at a major studio and soaked up his openness to ideas from anyone. Platt cultivated Brown’s confidence to speak up and contribute, despite her junior role. She credits him with teaching her the importance of listening well and empowering bold ideas from others.

On Marc Platt:

“And what he taught me was a good idea can come from anywhere and it didn’t matter who you are or how young or how old, trust that voice. And he was so confident in himself in his body of work that he welcomed anybody shouting out an idea.”

Insights on Studio-Filmmaker Collaboration

Brown stresses that every film requires a different type of creative dance between the studio and the director. She notes that the studio’s level of involvement often depends on the director’s proven track record and the film’s genre.

On crafting films that resonate emotionally:

“Our job at the end of the day, as storytellers, no matter what our specific role is in the process, is to build a machine that makes you feel. That is our job. To build a canvas that makes you feel.”

The Origin Story of The Woman King

Brown traces how the idea for The Woman King originated when Viola Davis approached her eager to play a fierce African general leading an elite female army. After reading the first draft by Dana Stevens, Brown knew she had to make the movie happen despite recognizing the challenges of its ambitious scope and subject matter. Brown tapped director Gina Prince-Bythewood, who had an instant emotional connection to the material. Her passion for realizing this untold story translated into creating powerful onscreen magic.

Elements of Successful Theatrical Films in a Changing Landscape

According to Brown, theatrical movies now need an extra magnetism to compel people off their couches. She looks for dynamic ideas that feel fresh, along with incredible execution. Brown believes today’s films require a sense of spectacle, urgency, and relevance that makes audiences eager to experience them immediately on the big screen. She gravitates toward passion projects that directors feel destined to make.

The Power of Test Screenings

Brown values seeing real audiences experience a film during test screenings. Beyond just the questionnaire data, she learns a great deal from the crowd’s audible reactions and body language.

Advice to Emerging Talent

Brown urges the next generation to fully immerse themselves in cinematic history and all forms of storytelling. But she also challenges them to then throw out the rulebook and bring completely new, bold ideas to revolutionize filmmaking. Brown argues that real innovation is required to keep movies vibrant and audiences engaged.

I would first tell them to watch everything, to read as many scripts, and to know your story history, because the deeper you’re entrenched in the stories that have come before, the better, and I think higher quality, the films we can make in the future will be. But once you’ve done the work and you’re ready, I think the other thing is to be bold and to not do things the way I’ve done it, the way you’ve done it, the way anybody tells you it needs to be done. But we must innovate in order to keep theatrical alive and in order to make stories fresh and exciting and to make people pay attention, we have to keep making it a new experience. And I think I’m excited for the next generation to show me stories and to tell, to create films and television that I’ve never seen before.

— Nicole Brown

Nicole Brown’s interview offers rare insights from the perspective of a leading Hollywood tastemaker. Her thoughtful reflections reveal the care, nuance, and magic that goes into successfully crafting compelling films. For anyone fascinated by movies and the power of storytelling, this is a podcast that is packed with insight from a top Hollywood executive.

For more information about Nicole Brown:

Wikipedia: https://en.wikipedia.org/wiki/Nicole_Brown_(film_executive)

IMDB: https://www.imdb.com/name/nm0114352/

Sony Pictures: https://www.sonypictures.com/

For more information about Kevin Goetz:

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Don’t Kill the Messenger welcomes producer and former head of Paramount Pictures, Marc Evans.

Managing Editor - AB — Wed, 20 Dec 2023 22:37:40 +0000

Kevin is joined by Marc Evans, a highly respected studio executive with over 25 years of experience in the film industry. Evans worked his way up in Hollywood, becoming President of Production at Paramount Pictures. In this role, Evans oversaw the creative development and production of major blockbuster films like Mission: Impossible, Transformers, and Star Trek franchises. He has worked closely with top directors including J.J. Abrams, Michael Bay, David Fincher, and Martin Scorsese. Evans provides unique insights into greenlighting films and shares some behind-the-scenes stories of mistakes and triumphs during his studio tenure. After leaving Paramount, Evans founded his own production company Marc Evans Productions which has already scored hits with Netflix’s The Mother starring Jennifer Lopez, and action movie The Old Guard. Join us as we get the inside scoop from this Hollywood veteran.

The value of chaos

Kevin and Marc recall what could have been a disastrous experience of his audience being canceled for a test screening of a major studio film.

Early days at Paramount Pictures

Marc talks about his early days at Paramount working as an assistant for producer Julia Chasman and executive Nick Wexler, and working with legendary producer Laura Ziskin on the first Spider-Man films.

Giving blockbusters heart

Marc shares what screenwriter Alvin Sargent told him about “the pleasure of making something big good” in regards to blockbuster franchise films.

Reshooting World War Z

Marc and Kevin discuss what went wrong with the original cut of World War Z and why they had to redo 40 minutes of the film, and how the resulting film resonated better with audiences.

Marc on the original ending:

“We all collectively made a big mistake with the third act in that movie.”

The rewritten ending tested better:

“There’s a real lesson in that movie that it doesn’t have to be massively big to be successful.”

Baywatch and Monster Trucks

Marc shares why the Baywatch movie failed to connect with audiences. The pair then discuss how Monster Trucks might have worked better as a smaller family film rather than pushing it as a major tentpole release.

Marc on Baywatch:

Probably the audience didn’t want the DNA change. But I will tell you, and I am so happy to treat them all as my children and the successes and the failures of it. And there are things in Baywatch that I love and ideas in Baywatch that I think were spot on and really fun.

Marc Evans Productions

Marc discusses his recent production successes including The Mother starring Jennifer Lopez, The Old Guard starring Charlize Theron, and Instant Family starring Mark Wahlberg and Rose Byrne. He shares that the common theme in these movies is a strong emotional core.

Marc on Netflix’s most watched movie of the year, The Mother starring Jennifer Lopez:

I think the relationship in that movie and the scenes where the mother and daughter are just sitting around talking are every bit as important as the big action scenes in the movie. So, I feel very, very lucky to have been invited into that and to get to work on it. And I hope we get to do a second one, because there are more stories to tell.

Best advice Marc has received

Kevin asks Marc about the best advice he ever received. Marc had two gems: Listen and let people finish before interrupting, and work on projects you actually like.

Marc on picking projects:

Make sure you like what you’re working on is really important. And there are a lot of opportunities to work on things that seem valuable for your career, but you don’t really like enough.

Marc Evans has worked on some of the biggest Hollywood blockbusters of the last 20 years. His candid perspectives on succeeding – and occasionally stumbling – reveal thoughtful lessons for creating films that truly resonate with audiences. Evans believes in always staying connected to the emotional core in every project.

For more information about Marc Evans:

LinkedIn: https://www.linkedin.com/company/marc-evans-productions/about/
IMDB: https://www.imdb.com/name/nm0263010/

For more information about Kevin Goetz:

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Don’t Kill the Messenger welcomes prolific comedy director and producer, Steve Carr.

Managing Editor - AB — Thu, 14 Dec 2023 18:26:38 +0000

Go behind the laughs with comedy director Steve Carr as he joins host Kevin Goetz for a lively and enlightening conversation. With hit movies like Paul Blart: Mall Cop, Daddy Day Care, and Dr. Dolittle 2 under his belt, Steve has mastered the art of crafting crowd-pleasing and enduring comedies. In this episode, you’ll gain insight into Steve’s journey from directing hip-hop videos in the 90s to directing comedic blockbusters. Steve also offers thoughtful perspectives on the state of comedy films today.

Movies as Comfort Food

Steve shares a touching story about John Travolta revealing that he and his daughters watched Paul Blart, Mall Cop to help laugh through the grief after his wife’s death. This leads Kevin and Steve to discuss how comedies like Steve’s serve as “chicken soup for the soul” – simple comfort films that families can laugh along to even during tough times.

“He said that he and the girls sat and watched Paul Blart and just giggled and laughed and I was really appreciative of it and I was like that’s better than two Nickelodeon awards.” – Steve Carr

Nerves and Laughs for Next Friday

Steve vividly recounts the magical and exhilarating experience on opening night for his first feature comedy Next Friday. He describes sneaking into theaters to gauge audience reactions, and hearing roared laughter during the parts he had hoped would land. Steve calls this career highlight “total validation” and says the feeling was “as good as any drug you can take.”

The State of Comedy

Steve and Kevin have a thoughtful discussion about factors contributing to big-screen comedies struggling in recent years. They cite increased PC culture making edgier films unlikely to be greenlit now, superhero franchises dominating, and the rise of streaming bifurcating audiences.

Steve Carr on the state of comedies:

I guess a lot of it has to do with the PC of it all, I mean a lot of films that are my inspirations couldn’t be made now. Everything from Blazing Saddles to almost anything would have a hard time getting made now. I think that’s part of it and I think also, maybe I’m just surmising, it may have something to do with streaming, in the sense that it’s hard to get a huge group of people excited about what is an intimate or clever comedy.

A Change in Focus

Given changes in the comedy landscape, Steve shares his pivot to writing more original scripts with writing partner Heidi Santelli. He also discusses getting into producing indie films like the upcoming gritty drama Five Pounds of Pressure to diversify.

Producing vs. Directing

Steve details his experience independently producing the low-budget film Five Pounds of Pressure. He calls it a rewarding challenge that gave him total creative control but also new responsibilities like budget woes that directors don’t normally face.

Comedic Influences

When asked about influences, Steve names comedy greats like Mel Brooks, Airplane!, and The Odd Couple – citing the classic TV show as “perfect in every way, shape, and form” with its iconic contrasting lead characters.

Steve Carr on his influences:

It’s just perfect in every way, shape, and form. It’s like the setup of a neat guy and a sloppy guy and they have to live together. It’s Neil Simon figuring out the heart of what’s really funny, and then the TV show just follows up.

Steve Carr’s infectious humor and wealth of comedy directing insights make for an entertaining glimpse behind the scenes. While the future of big-screen comedy remains uncertain, Steve adapts with the changes while staying committed to keeping audiences laughing. His perseverance and focus on heartfelt laughs serve as inspiration. Whether recalling the magic of hearing the Next Friday audience roar with laughter or imparting hard-won lessons from decades directing hit films, Carr delivers a rewarding look at the wonderful world of comedy.

For more information about Steve Carr:

Web: https://www.stevecarrdirector.com/
Wikipedia: https://en.wikipedia.org/wiki/Steve_Carr
IMDB: https://www.imdb.com/name/nm0139867/

For more information about Kevin Goetz:

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Why Movie Buffs Will Love Audience•ology

Managing Editor - M360 — Tue, 14 Jun 2022 13:36:48 +0000

Audience•ology: How Moviegoers Shape the Films We Love is a book by a man with more than thirty years of experience in the movie research industry. Author Kevin Goetz delves into the lesser-known aspects of the art and science of movie making. Audience•ology breaks down the elements of test movie screenings and explores how this type of playability research has impacted various movies over time. Read more on what you can expect to learn from the book and order yours online today!

Learn About the Art and Science of Movie Making

If you’ve ever watched the entire end credits at the end of a movie, then you may have an idea of just how many people it takes to make these works of art come to life. However, those are not the only people who help with the making of a movie. During post production or the editing stage in filmmaking, most major movies go through a process where a rough cut of the movie is shown to an audience of around 300 people to get their feedback about how it plays. In fact many films are tested multiple times. By reading the best selling book Audience•ology, you can gain a better appreciation for the complex process of movie making and the secretive efforts that help make the movie the best it can be.

Learn About Alternate Endings

Endings can make or break a movie, so getting them right is crucial to a film’s success. Studios and filmmakers often test different endings to determine which receives the best response or re-edit endings based on audience feedback. Audience•ology allows you to explore what might have been in some of the biggest films in history and to gain a new understanding of the importance of a film’s playability.

Movie Testing Secrecy

Testing movies can sometimes be fraught with peril. Studios and filmmakers don’t want info about their big budget and high profile films to be leaked before a film’s official release. Audience•ology takes a look at the different ways in which movies are protected during the testing process, from recruiting films without concepts to staging multiple events as decoys to the actual test screening. Audience members are also required to sign non-disclosure agreements at these secretive screenings that take place long before a movie hits theaters.

The Importance of Word-of-Mouth Marketing

The internet has created all-new opportunities for filmmakers to spread the word about their new releases. But ensuring the right message is being spread can be a difficult challenge to overcome. Positive word of mouth is also tested in advance to get an indication of a film’s potential “legs” or how intense the momentum will be once the film has opened. A great marketing effort can open a picture, but a strong “definitely recommend’ score during audience testing can prove to be a valuable indicator of its word of mouth that will ultimately sustain it.

Don’t wait to get your hands on the fascinating insights of Audience•ology! Whether you’re a movie buff or just looking to learn more about the art and science of making movies, this is a book you won’t want to miss.

Purchase Audience•ology to Learn More Movie Secrets!

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Wisdom of the Crowds: The Art and Science of Movie Making

Managing Editor - M360 — Fri, 10 Jun 2022 23:27:13 +0000

Have you ever wondered about how complex the movie making process really is? Audienceology, a nonfiction book from author and former movie industry professional Kevin Goetz, gives readers a unique insight into the art and science of movie making that most people never hear about. Read through some of the topics the book covers below, then grab a copy for yourself today!

Blending the Creative Process with Business Practice

Most people view the filmmaking process as a creative one, but in order to get a film made, there is a lot of business that goes into it as well. A producer needs to not only be creative in order to come up with a good story, but they also need to understand the business side of things in order to get the funding they need.

Cost of Production

One of the first things a producer needs to do when they want to make a movie is determine the cost of production. This includes everything from hiring the crew and actors, to renting out equipment and locations, to providing craft services for everyone involved.

Vetting Ideas

Once a producer has an idea for a movie, he or she needs to make sure it is actually feasible. This includes things like making sure the story is compelling, that there is an audience for the film, and that it can be filmed, produced, and released within a set budget. If all of these boxes can be checked, then the producer can move on to the next step of making the movie.

Cutting the Film

After the film is shot, it then needs to be cut and edited together. However, before the final cut of the movie is released to the public, it often needs to go through a process called test screening; during this phase, a group of people is invited to watch the movie and provide feedback. Based on this feedback, the editor may make some changes to the film before its premiere.

If you want to learn more about the art and science of movie making, then purchase the book Audienceology to learn more movie secrets!

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Reception & Book Signing at Just Fabulous

Managing Editor - JH — Sun, 09 Jan 2022 20:00:00 +0000

Hollywood research executive, film producer, and author Kevin Goetz will be on hand for a special reception book signing event open to the public at the gift boutique Just Fabulous on Sunday, January 9 from 3 to 5 PM.

Over ten years in the making, Goetz’s book Audience•ology: How Moviegoers Shape the Films We Love chronicles how real people have written and rewritten America’s cinematic masterpieces through the secretive process of audience testing of Hollywood movies. This fascinating book, complete with first-hand stories from famous filmmakers, studio chiefs, and stars, has enough humor, drama, and surprise to entertain everyone from film aficionados to anybody who loves movies.

“Voted “Best of the Best” by Palm Springs Life readers, Just Fabulous is the premier gift boutique and bookseller in the Coachella Valley. Located at the Gateway to Palm Springs’ popular Uptown Design District at the corner of Alejo and Palm Canyon, the upscale boutique offers a unique selection of curated merchandise exclusive to the store and showcasing some of the best gifts, books and cards from around the world. Just Fabulous has been serving the greater Palm Springs area since 2007.

Audience•ology: How Moviegoers Shape the Films We Love
Book Signing Event with author Kevin Goetz
Just Fabulous
515 N Palm Canyon Dr, Palm Springs, CA 92262
Sunday, January 9th
3pm to 5pm

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Inside Hollywood & Behind the Book WITH HAWK KOCH

Managing Editor - TF — Tue, 07 Dec 2021 17:00:00 +0000

Have you ever wondered how audiences can change the course of the final cut of a film? Kevin Goetz, who the LA Times called one of the 100 most powerful and influential people in Southern California, is the “go to” person when filmmakers and studios need insights into how to fix or market their pictures. He is also an Emmy-award winning producer. Join Hawk as he interviews Kevin about his new book, Audience-ology: How Moviegoers Shape the Films We Love.

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Hollywood Museum Author’s Forum

Managing Editor - TF — Sat, 11 Dec 2021 16:00:00 +0000

The Hollywood Museum Hosts It’s First Authors Forum and Book Signing Featuring Celebrity and Best Selling Authors

WHAT: The Hollywood Museum (http://thehollywoodmuseum.com/) has become one of the most sought after locations for galas and events, including their highly successful lobby book signings featuring such noted celebrity authors as Rich Little, Efrem Zimbalist, Jr., Tippi Hedren, Loretta Swit, Hugh O’Brian, Dawn Wells, Ruta Lee, and many more. Donelle Dadigan (Founder/.President) and The Hollywood Museum are proud to announce a plethora of celebrated and celebrity writers, who will be participating in their first ever Authors Forum, featuring books ranging from entertainment memoirs to Hollywood history.

DATE: Saturday, December 11th, 2021

WHEN: 11:00am to 4:00pm

WHERE: The Hollywood Museum – 1660 N. Hollywood Blvd (at Hollywood Blvd and Highland)

TICKETS: (Includes admission to the museum) $15 Adults: $12 Seniors (62+): $12 for students with ID and $5 Children under 5.

BOOK SPONSORS: Larry Edmunds on Hollywood Blvd and Barnes & Noble at The Grove

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