The Future of Hollywood: Audience-Driven Decisions and the Rise of “Elevated” Cinema – A conversation with kevin Goetz
the entertainment landscape is undergoing a seismic shift. Streaming, AI, and evolving consumer habits are reshaping how movies are made, distributed, and experienced. To unpack these changes and what they mean for the future of Hollywood, we spoke with Kevin Goetz, CEO of the leading movie testing company, Screen Engine. He’s not just observing the industry; he’s helping shape it, with decades of experience advising studios on thousands of films and authoring the insightful books “Audience-ology” and the recently released “how to Score in Hollywood.”
Goetz’s viewpoint is invaluable. He’s witnessed firsthand how the business has adapted – and where it needs to adapt further – to survive and thrive.
The Enduring Power of Audience Testing - Even with AI
Despite the technological advancements, the core principle of audience testing remains remarkably consistent. While paper and pencil screenings have given way to mobile data and AI-powered analytics, the goal is still the same: understand what resonates with viewers before a film hits theaters.
However, Goetz expresses concern about the potential disruption AI could bring. he stresses the urgent need for international intellectual property protection. “It’s going to be a disruption like nothing we’ve ever seen,” he warns, highlighting the potential for unchecked AI to destabilize the creative process.
The Shift to “Elevated” Cinema & Prioritizing What You Want
So, what does success look like in this new era? According to Goetz, the focus needs to be on quality over quantity. He believes Hollywood must prioritize creating the best possible “elevated” movies – those with compelling stories and strong themes – across all production levels: studios, mini-majors, and self-reliant filmmakers.
This means studios need to truly listen to you, the audience. Understanding your preferences is no longer a luxury; it’s a necessity.
Lessons from Warner Bros.’ 2025 Success
Looking at Warner Bros.’ remarkable 2025 slate – including titles like “A Minecraft Movie,” “sinners,” “Superman,” and “Final Destination: Bloodlines” – goetz points to a key ingredient: risk-taking informed by audience insight. De Luca and abdy weren’t afraid to greenlight ambitious projects, but they weren’t shooting in the dark either.
Their success demonstrates a powerful combination: guts, talent, and smart budgeting. It’s a blueprint for other studios to follow.
Streaming Didn’t Break Hollywood – It Exposed Existing Weaknesses
Contrary to popular belief, Goetz doesn’t blame streaming for Hollywood’s current challenges. He argues that Netflix, in particular, was the first to truly prioritize the consumer experience.
“Netflix listened to the consumer, and they were the first to do it,” he explains.Now, you are in control. You’re no longer passively consuming content; you’re actively choosing what you want to watch.
This shift has fundamentally altered the dynamics of the industry. People aren’t going to “a TV network” anymore; they’re going to “a show.” They aren’t going to “the movies”; they’re going to “a movie.”
The Future is Fewer, But Better
Goetz predicts a future with fewer theatrical releases, but those releases will need to be truly special. He doesn’t believe the theatrical experience will disappear entirely, but it will evolve into something more focused on delivering exceptional, immersive experiences – like “sinners,” “Wicked: For Good,” and “Oppenheimer.”
He identifies three key factors driving audience behavior:
* Cost: Is the experience worth the price?
* Convenience: How easy is it to access the content?
* Choice: Is ther a wide range of options available?
with so much content readily available, quality is paramount. “The idea of ‘great’ has taken a different definition. ‘Good’ is not good enough,” Goetz emphasizes.
A Thriving Testing business in a Content-rich World
Interestingly, Goetz’s testing business is thriving despite – or perhaps because of – the explosion of content.
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