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By the “the doctor of audience-ology” (
Los Angeles Times), this memoir/how-to guide to Screening 101—with more than 100 candid interviews with some of the industry’s most successful directors, producers, and studio executives —will show readers how films, and maybe everything else, can be improved by listening and thoughtfully considering the opinions of the paying public.
About the author
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 5,000 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-winning Wild Iris, and the 2024 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.Darlene Hayman is a well-respected market research analyst specializing in the motion picture category. She is an expert in evaluating test audience data and uncovering insights to help filmmakers and studios understand moviegoers’ reactions to their films. She has earned a reputation for distilling the research into succinct conclusions that can be used to refine movies during final stages of postproduction. Darlene has collaborated with Kevin Goetz for the past fifteen years and joins him as coauthor of Audience-ology: How Moviegoers Shape the Films We Love. She continues her work with Mr. Goetz’s company, Screen Engine/ASI. Her research experience follows a two-decades career in the ad agency business. Born and raised in New Jersey, Darlene has spent her entire adult life in the Los Angeles area where she currently resides with her husband, Steve.
Summary
By the “the doctor of audience-ology” (Los Angeles Times), this memoir/how-to guide to Screening 101—with more than 100 candid interviews with some of the industry’s most successful directors, producers, and studio executives —will show readers how films, and maybe everything else, can be improved by listening and thoughtfully considering the opinions of the paying public.
