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Table of Contents
About The Book
How to Score in Hollywood reveals the secrets to a movie’s success and profitability. Entertainment research expert Kevin Goetz shares how smart, data-driven decisions—from development to release—help filmmakers minimize risks and maximize returns.
How to Score in Hollywood reveals the secrets to a movie’s success and profitability. Entertainment research expert Kevin Goetz, founder and CEO of Screen Engine, draws on almost four decades of experience to show how strategic decisions—from development to release—help minimize risks and maximize returns. Armed with audience insights and data-driven strategies, Goetz demonstrates how every film should make money when made and marketed for the right price.
Key insights include:
- Recognizing what constitutes a big idea and developing it thoughtfully to set the foundation for success.
- Identifying the reason why a movie should exist and what it uniquely brings to the marketplace that will inspire interest and excitement to see it.
- Crafting films with a specific audience in mind and aligning production and marketing budgets to fit the size of its potential.
- Understanding how digital entertainment has reshaped audience behavior and perceptions of what makes a movie “theater-worthy.”
- Elevating both the concept and execution to ensure a film stands out in a crowded and competitive marketplace.
- Understand and embrace the challenges of genre-blending films, or “feathered fish,” with a clear-eyed approach, tackling complexities head-on instead of avoiding them.
- Using test audience feedback to guide the film’s development all the way through postproduction, identifying danger signs along the way, and increasing the chances of success.
And much more!
For industry executives, filmmakers, film students, and film enthusiasts, How to Score in Hollywood offers a unique behind-the-scenes look at the important processes that shape what consumers are offered to watch. From the initial greenlight to the final cut, Goetz explores the critical balance between creativity and commerce in filmmaking, highlighting the vital role of research at every stage to create films that resonate with audiences while also turning a profit.
Filled with entertaining personal experiences, industry stories, and actionable advice, Goetz illustrates how research, budget, and marketability influence a film’s financial outcome. Whether discussing low-budget indie hits or big-budget blockbusters, How to Score in Hollywood is an invaluable resource for those seeking to understand the art, science, and business of how movies are made, marketed, and released.
How to Score in Hollywood reveals the secrets to a movie’s success and profitability. Entertainment research expert Kevin Goetz, founder and CEO of Screen Engine, draws on almost four decades of experience to show how strategic decisions—from development to release—help minimize risks and maximize returns. Armed with audience insights and data-driven strategies, Goetz demonstrates how every film should make money when made and marketed for the right price.
Key insights include:
- Recognizing what constitutes a big idea and developing it thoughtfully to set the foundation for success.
- Identifying the reason why a movie should exist and what it uniquely brings to the marketplace that will inspire interest and excitement to see it.
- Crafting films with a specific audience in mind and aligning production and marketing budgets to fit the size of its potential.
- Understanding how digital entertainment has reshaped audience behavior and perceptions of what makes a movie “theater-worthy.”
- Elevating both the concept and execution to ensure a film stands out in a crowded and competitive marketplace.
- Understand and embrace the challenges of genre-blending films, or “feathered fish,” with a clear-eyed approach, tackling complexities head-on instead of avoiding them.
- Using test audience feedback to guide the film’s development all the way through postproduction, identifying danger signs along the way, and increasing the chances of success.
And much more!
For industry executives, filmmakers, film students, and film enthusiasts, How to Score in Hollywood offers a unique behind-the-scenes look at the important processes that shape what consumers are offered to watch. From the initial greenlight to the final cut, Goetz explores the critical balance between creativity and commerce in filmmaking, highlighting the vital role of research at every stage to create films that resonate with audiences while also turning a profit.
Filled with entertaining personal experiences, industry stories, and actionable advice, Goetz illustrates how research, budget, and marketability influence a film’s financial outcome. Whether discussing low-budget indie hits or big-budget blockbusters, How to Score in Hollywood is an invaluable resource for those seeking to understand the art, science, and business of how movies are made, marketed, and released.
About The Author
Photography by Greg Gorman
Kevin Goetz is the founder and CEO of Screen Engine/ASI, a global leader in entertainment research and strategy, serving all the major film studios, television networks, and streaming services. Throughout his career, he has been at the forefront of Hollywood, having personally tested over five thousand film titles, and his work significantly impacts how movies are made, marketed, and released. In 2024, Kevin received American Cinematheque’s prestigious Power of Cinema Award for his contributions to the film industry. He is the author of the bestselling Audience-ology and How to Score in Hollywood, which explores the secrets to success in the movie business. Kevin hosts the popular Don’t Kill the Messenger podcast and continues educating the filmmaking community through keynote speeches and global presentations. He has produced twelve TV movies, including the Emmy Award–winning Wild Iris, and the documentary Children in the Fire. A member of the Academy of Motion Picture Arts and Sciences, the Television Academy, and the Producers Guild of America, Kevin also serves on the boards of six nonprofit organizations. He currently resides in Beverly Hills with his husband, Neil, and their labradoodle, Kasha.
Product Details
- Publisher: S&S/Simon Element (November 11, 2025)
- Length: 272 pages
- ISBN13: 9781982189877
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Raves and Reviews
“There is simply no one who knows the inside details of the movie business as well as Kevin Goetz. He’s the first person I turn to when I want to understand what connects with audiences. How to Score in Hollywood is the quintessential road map for how to navigate the art of making successful movies. Whether you’re a novice or a veteran, if you’re serious about filmmaking, I have three words for you: Read. This. Book.” —Peter Chernin, founder and CEO of the Chernin Group and former chairman and CEO of Fox Inc.
“In How to Score in Hollywood, Kevin distills decades of wisdom into a powerful guide that explores the essential blend of artistic ambition and commercial strategy. His principles and philosophy have helped Mattel turn bold ideas into global resonance and lasting impact. It’s a must-read road map for anyone in the business of entertainment.” —Ynon Kreiz, chairman and CEO of Mattel, Inc.
“As a keen writer and provocative data-meister, Kevin Goetz has become a fascinating cultural link between the aspirations of filmmakers and the appetites of audiences. His books provide vivid insights into the hopes and occasional despair of creatives as they shape their projects and convey the urgent pressures on key decision-makers as they build their slates for an ever-changing demographic.” —Peter Bart, former editor in chief of Variety and former executive vice president of production for Paramount Pictures
“While rooted in the film industry, How to Score in Hollywood is packed with concepts that apply to any business. Kevin Goetz lays out clear, actionable blueprints for knowing your audience, managing risk, and bringing vision into strategic focus. It’s a smart guide for anyone looking to turn ideas into profitable outcomes.” —the honorable Maria Contreras-Sweet, twenty-fourth administrator of the Small Business Administration
“If Audience-ology was about audience reaction, How to Score in Hollywood is about strategic creation. Goetz shows how to apply audience insight throughout the filmmaking process to align creativity with commercial success.” —Jason Blum, founder and CEO of Blumhouse Productions
"How do you make work that thrills and endures? Start with a bold idea, know exactly who it’s for, and course-correct early. Kevin translates decades of hard-won insight into clear and practical steps, showing that smart testing elevates vision rather than diluting it. A must-read for filmmakers and executives alike." —Janet Yang, award-winning producer and former president of the Academy of Motion Picture Arts and Sciences
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