210: Kevin Goetz and Bob Levin KNOW Movies, Storytelling, Creative Instinct, Audience Insight & Box Office Success
Update: 2025-11-13
Description
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
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