Hollywood veterans may debate the future of theatrical releases, streaming windows, and box-office recovery, but according to entertainment research expert Kevin Goetz, none of it matters if you don’t understand one thing: the audience.
Goetz, founder and CEO of Screen Engine, joined Entertain Me! with Heather Brooker to talk about his new book, How to Score in Hollywood: Secrets to Success in the Movie Business, out now from Simon & Schuster’s Simon Element imprint. After testing more than 5,000 film titles and advising every major studio, Goetz says the industry’s biggest hits all share one core philosophy: creative instincts and data must work together.
“In Hollywood, you don't just need a good idea — you need the right idea at the right size,” he told Heather. “A movie can absolutely be profitable if it’s made and marketed for the audience it’s truly meant for.”
His book pulls back the curtain on the decision-making process studios rarely discuss publicly. Among the strategies he details:
- how filmmakers can spot and develop a big idea before it ever hits the page,
- how to define why a movie should exist and what makes it stand out,
- how to tailor production and marketing costs to match a film’s real potential,
- how digital platforms have reshaped release strategies,
- and how to handle so-called “feathered fish” — genre-blending films that need careful positioning to succeed.
Photo: Kevin Goetz/Simon & Schuster
Goetz also makes a strong case for early audience testing, which he says can steer directors toward the most impactful version of their film.
Major players agree. Mattel CEO Ynon Kreiz, whose company helped launch Barbie to a record-setting $1.44 billion, calls the book “a powerful guide that blends artistic ambition with commercial strategy.” Producer Jason Blum says Goetz’ approach “aligns creativity with commercial success.” And media titan Peter Chernin says Goetz remains “the first person I turn to when I want to understand what connects with audiences.”
From development to greenlight to release, How to Score in Hollywood is positioned as a clear, insider roadmap for filmmakers, executives, and anyone trying to keep up with a rapidly shifting industry. Goetz says his book is made for those looking to break into Hollywood, understand how movies are made, and people interested in leveling up their business strategy by tapping into their audience.