The Business Kevin Goetz explains the art of test screening; A big holiday at the box office
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May 30, 2025 Kevin Goetz, a veteran film strategist and founder of Screen Engine/ASI, shares his journey from acting to a successful career in film analysis. He reveals the fascinating interplay between science and creativity in test screenings. Goetz provides captivating stories about infamous screenings, highlighting the clash between Hollywood expectations and real audience reactions. The discussion also touches on the resurgence of the box office post-COVID, emphasizing the evolving relationship between filmmakers and their audiences.
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Decoding Test Audience Feedback
- Movie testing requires a relentless pursuit of true audience feedback beyond surface impressions.
- Kevin Goetz interprets focus group reactions deeply to find what audiences really communicate.
Effective Feedback Communication
- Communicate test screening results clearly and constructively to filmmakers.
- Focus on common feedback patterns rather than rogue comments for meaningful movie improvements.
Roger Rabbit's Secret Screening
- Kevin Goetz was present at the famously disastrous Roger Rabbit test screening that nearly got buried by Disney studio fears.
- The initial poor screening was kept secret to protect the film's success.