The Town with Matthew Belloni Tales From the Test-Screening Trenches
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Jun 18, 2025 Kevin Goetz, CEO of Screen Engine/ASI and host of Don't Kill the Messenger, shares his insider knowledge on test screenings. He unveils how audience feedback can dramatically shape a film’s trajectory, detailing the complex relationship between filmmakers and viewer responses. Goetz explains the challenges of interpreting data and discusses the diverse approaches of studios versus streaming services. The conversation also touches on box office predictions for new releases, highlighting the struggle of original content against franchise blockbusters.
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Test Screenings' Growing Importance
- Test screenings are more prevalent and crucial now due to the abundance of content and the need for quality control.
- They help ensure movies are engaging and accessible across various platforms, not just theatrical releases.
Diverse Casting for Screenings
- Cast test screening audiences to reflect diverse demographics, including gender, age, ethnicity, and religiosity.
- This ensures feedback represents the true cultural and social factors affecting movie reception.
Dissect Feedback for Clarity
- Analyze feedback on movie elements in detail rather than relying on broad comments like 'I was confused.'
- Dissect sections like endings to pinpoint specific issues for clearer improvements.
