Nov 13, 2025
Dive into the behind-the-scenes world of the movie business,
where entertainment strategist Kevin Goetz reveals the pivotal
intersection of creative instinct and audience insight. This is the
sweet spot where the business of film meets the art of
storytelling. When it comes to cinematic success, every detail
matters—from early concept to the final marketing push.
"How to Score in Hollywood" is a playbook for guiding
movie-making decisions at every turn. Drawing from nearly four
decades of experience, Goetz shows how films can be made and
marketed to turn a profit by aligning creative ambition with good
business practice, all toward the goal of serving up entertainment
experiences that audiences will embrace.
Whether you're a filmmaker, studio executive, entrepreneur,
student, or movie lover, this book pulls back the curtain on the
formula for success, revealing principles that apply to any
business where creativity must meet consumer expectations. Through
his own entertaining examples and stories shared by some of the
biggest movers and shakers in Hollywood, Goetz illustrates how
audience insights, budget discipline, and marketplace awareness
shape a film's financial outcome.
Key insights include:
• Curating big ideas to build a strong commercial
foundation
• At the earliest stages, knowing the audience that will be
most interested in your movie, and budgeting for its size
• Defining why a film should exist and what value it brings to
the market
• Understanding how digital platforms have reshaped audience
behavior
• Standing out in a crowded landscape with bold marketing
executions
• Using audience research to recognize key strengths and
identify red flags that will drive smart decision-making
• Making sure you have a clear plan for the entire movie
lifecycle, especially with creatively risky material
Kevin Goetz is the founder and CEO of Screen Engine, 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, where 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 2025
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, a producer and former creative advertising
executive, and their labradoodle, Kasha.
Bob Levin is a legendary movie marketing executive, having for
over two decades holding the position of president, worldwide
marketing at first Disney, then Sony and MGM. As well as being a
key member of each studio's greenlight committee, he led the
advertising, publicity, promotion, and research programs that
helped launch hundreds of films, breaking numerous box office
records throughout his career. Bob came out of semi-retirement when
Kevin Goetz invited him to join Screen Engine/ASI as president and
chief operating officer, where he has played a pivotal role in the
company's continued success. His first book, "How to Score in
Hollywood," co-written with Kevin, reveals the secrets to a movie's
success and profitability, exploring how smart, data-driven
decisions—from development to release—help filmmakers minimize
risks and maximize returns. Bob lives in Los Angeles with his wife,
Hilda Wynn.
Podcast Highlights:
• The trio discusses how Kevin's childhood lemonade stand is
indicative of the entrepreneurial spirit that has driven Kevin's
career.
• The trio discusses the importance of involving the audience
in the film's pre-production process.
• Randy explains how he is personally using their new book,
"How to Score in Hollywood," as a how-to guide for his current
meetings in Hollywood. He shares his opinion that the book should
be read by filmmakers, authors, screenwriters & playrights, film
students, business students, actors, film buff, theatre producers
and directors.
• Kevin and Bob discuss how to position Randy's book, "Ruby,
Magic Comes from the Heart," for film success.
• Kevin and Bob discuss their view on the "awards
circuit."
• The trio emphasizes the importance of clear messaging in all
communications and interactions.
• The trio discusses the importance of creativity as the
"secret sauce" to success.
• Kevin and Bob use Randy's book, "Ruby, Magic Comes from the
Heart," as a case study for generating interest with producers and
filmmakers.
• Kevin discusses the additional content available on his
podcast, "Don't Kill the Messenger," where he interviews
filmmakers, studio executives, and producers.
Best Quotes:
• Kevin Goetz: "Every movie, no matter what its genesis,
should be able to have a soul and produce a profit."
• Kevin Goetz: "Any new entrepreneurial idea has to start with
a spark—a moment of 'art' that has very little to do with the
audience. That's between you, the creator, you the artist, and the
universe."
• Kevin Goetz: "Let me pause here to reinforce the serendipity
of life in Hollywood. Talent is the price of entry and is in no
short supply. But everyone who is successful has a lucky break
story."
• Kevin Goetz: "Staying one step ahead of audience
expectations is what separates a good movie from a great
one."
ON THE KNOWS is produced and edited by Kevin Randall
Jones.
Kevin Goetz: www.KevinGoetz360.com
Randall Kenneth Jones: www.RandallKennethJones.com
Susan Bennett: www.SusanCBennett.com
Kevin Randall Jones: www.KevinRandallJones.com