Inside Hollywood’s Secret Test Screenings

This powerful episode pulls back the curtain on Hollywood decision-making through the eyes of Kevin Goetz, the founder of Screen Engine/ASI and one of the most influential figures in audience research for film and television.

Kevin has built his career around understanding what audiences truly respond to—and how that insight can shape box office success. Through innovative audience testing and engagement methods that he helped create, Kevin has played a key role in the marketing and performance of countless movies and television projects, often long before they reach the public.

In this conversation, Kevin shares how audience research influences creative decisions, why data and instinct must work together, and what really happens behind the scenes when studios test, refine, and position stories for success. It’s an inside look at how films are shaped by audience insight without losing their creative soul.

This is the story of how listening to audiences can change outcomes—and how understanding people is at the heart of every great story.

🎙️ Hosted by Peter Friedman and Frank Monteiro

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Check out Peter Friedman’s book, I’ll Get The Tip — the inspiration behind this podcast:

👉 https://a.co/d/ec969cc

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