Don't Kill the Messenger with Movie Strategist Kevin Goetz Bob Levin (Veteran Marketing Executive) on Audience Insights, Campaign Strategy, and the Business of Movie Appeal
In this engaging episode of Don't Kill the Messenger, host Kevin Goetz interviews his business associate, Bob Levin, about his remarkable journey from Sears catalog copywriter to President of Worldwide Marketing at Disney, Sony Pictures, and MGM, before joining Kevin at Screen Engine in the role of President and COO. Listen in as these two industry veterans share marketing insights and discuss their upcoming book, How to Score in Hollywood (Simon & Schuster, November 11th), which reveals the hidden formula behind a movie’s profitability — showing how audience understanding drives smarter decisions from greenlight to release.
Disney's Renaissance Era (09:00) Bob recounts joining Disney just as Eisner and Katzenberg were revitalizing the studio, leading marketing during 17 consecutive hits, including Down and Out in Beverly Hills, The Lion King, and Pretty Woman.
Marketing Philosophy (15:51) "Good marketing is both instinct and data," Bob explains, describing his pioneering approach of creating targeted messaging for different audience segments at Disney's animation division.
Pretty Woman & Marketing Triumphs (19:33) Bob reveals how he helped to transform Pretty Woman from a potentially dark R-rated film into a celebration of female empowerment, even suggesting the iconic title to replace the original "3000".
The Screen Engine Years (34:40) After leading marketing at three major studios, Bob joined Screen Engine, helping to build their research business, which started in Kevin's living room, into an industry powerhouse that expanded beyond film into other industries.
How to Score in Hollywood (42:48) Bob discusses their upcoming book, which examines how movies get greenlit, applying the principle that "every movie if made and marketed for the right price should make money.”
Understanding Audience Response (47:42) Levy notes that audiences aren't "wrong" when they dislike something; they're simply reacting honestly. Bob learned that viewers fundamentally seek characters with whom they can identify.
The Attention Economy (48:54) Rather than thinking in terms of being in "the movie business," Levin suggests viewing entertainment as part of "the attention economy" where respecting the audience and telling great stories remains paramount.
If you enjoyed this episode, please leave us a review and share. We look forward to bringing you more behind-the-scenes revelations next time on Don't Kill the Messenger.
Host: Kevin Goetz
Guest: Bob Levin
Producer: Kari Campano
Writers: Kevin Goetz, Darlene Hayman, and Kari Campano
Audio Engineer: Gary Forbes (DG Entertainment)
For more information about Bob Levin:
Simon and Schuster:https://www.simonandschuster.com/authors/Bob-Levin/240343657
LinkedIn: https://www.linkedin.com/in/robert-levin-843797125/
IMDB:
For more information about Kevin Goetz:
- Website: www.KevinGoetz360.com
- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678
- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/
- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360
- LinkedIn @Kevin Goetz
- Screen Engine/ASI Website: www.ScreenEngineASI.com