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New Book Reveals How Audience Testing Transformed Top Hollywood Films

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Andrew Wallenstein President and Chief Media AnalystA man who made a career out of telling powerful people in Hollywood what they don’t want to hear is now telling everyone what that was like.Kevin Goetz, founder and CEO of audience research firm Screen Engine/ASI, has written a book, “Audience-ology: How Moviegoers Shape the Films We Love,” with Darlene Hayman that looks back on three decades of using test screenings to help studios and other clients fix their films before release.That often means he’s put in the position of informing Hollywood’s most prominent executives and creatives about what consumers don’t like about productions they’ve spent years of time and hundreds of millions of dollars working on under intense pressure. Listen.

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