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Audience-ology: How Moviegoers Shape the Films We Love
Discover the fascinating and secretive process of audience testing of Hollywood movies through these first-hand stories from famous filmmakers, studio heads, and stars.
Audience-ology takes you to one of the most unknown places in Hollywood—a place where famous directors are reduced to tears and multi-millionaire actors to fits of rage. A place where dreams are made and fortunes are lost. This book is the chronicle of how real people have written and rewritten America’s cinematic masterpieces by showing up, watching a rough cut of a new film, and giving their unfettered opinions so that directors and studios can salvage their blunders, or better yet, turn their movies into all-time classics.
Each chapter informs an aspect or two of the test-screening process and then, through behind-the-scenes stories, illustrates how that particular aspect was carried out. Nicknamed “the doctor of audience-ology,” Kevin Goetz shares how he helped filmmakers and movie execs confront the misses and how he recommended ways to fix the blockbusters, as well as first-hand accounts from Ron Howard, Cameron Crowe, Ed Zwick, Renny Harlin, Jason Blum, and other Hollywood luminaries who brought you such films as La La Land , Chicago , Titanic , Wedding Crashers , Jaws , and Forrest Gump .
Audience-ology explores one of the most important (and most underrated) steps in the filmmaking process with enough humor, drama, and surprise to entertain those with only a spectator’s interest in film, offering us a new look at movie history.
Audience-ology takes you to one of the most unknown places in Hollywood—a place where famous directors are reduced to tears and multi-millionaire actors to fits of rage. A place where dreams are made and fortunes are lost. This book is the chronicle of how real people have written and rewritten America’s cinematic masterpieces by showing up, watching a rough cut of a new film, and giving their unfettered opinions so that directors and studios can salvage their blunders, or better yet, turn their movies into all-time classics.
Each chapter informs an aspect or two of the test-screening process and then, through behind-the-scenes stories, illustrates how that particular aspect was carried out. Nicknamed “the doctor of audience-ology,” Kevin Goetz shares how he helped filmmakers and movie execs confront the misses and how he recommended ways to fix the blockbusters, as well as first-hand accounts from Ron Howard, Cameron Crowe, Ed Zwick, Renny Harlin, Jason Blum, and other Hollywood luminaries who brought you such films as La La Land , Chicago , Titanic , Wedding Crashers , Jaws , and Forrest Gump .
Audience-ology explores one of the most important (and most underrated) steps in the filmmaking process with enough humor, drama, and surprise to entertain those with only a spectator’s interest in film, offering us a new look at movie history.
210 pages, Hardcover
Published November 30, 2021
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2350 people want to read
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Displaying 1 - 30 of 53 reviews
July 17, 2022
***SPOILERS HIDDEN***
Everyone knows that making a movie is a lot of work, but most probably don’t think about the work involved in the test-screening process. Audience-ology is here to remedy that. It’s about movie market research expert Kevin Goetz and his adventures in this process. Before its official release, a movie must be test-screened at least once (usually twice) before a select audience of a few hundred people. Afterward, the audience is given comment cards with a series of questions to answer. A select few audience members are then chosen to stay behind and be interviewed as a group to provide further insight. What many may not know is that test-screenings are invaluable to producers and directors and play a key role in shaping the final product.
Audience-ology is an enthrallingly gossip-y read. Goetz discussed numerous movies as they evolved from rough to polished thanks to the test-screening process. Learning details about the before and after is fascinating. Many movies had their endings changed, had whole scenes cut or new ones added, or were re-worked entirely. He didn’t hold back on details with the various movies he highlighted, and he described them vividly enough that I could easily visualize the scenes even if I hadn’t seen the movie: Cocktail and Monster-in-Law had different endings. Footloose had a new scene added at the end. La La Land had a scene added at the beginning. Steve Martin’s The Pink Panther was completely re-worked to improve its tone. All these changes were the result of input from test audiences. Without test-screenings, many popular movies would never have become popular.
But Audience-ology isn’t just details about the original versus final versions of movies. It’s also about movie titles and the power of music to not just create atmosphere but to set audience expectations about the movie’s tone. In this part I was thrilled by an example from Moonstruck:
Goetz didn’t shy away from talking about the big, sometimes egotistical, personalities involved in movie-making. He shared harrowing personal stories about heated confrontations with directors or producers who couldn’t handle hearing criticism. He talked about logistical crises that left him panicked and about some misunderstandings that left him surprised and hurt. The job is exciting, but it’s also demanding and stressful, and those in this line of work must have a thick skin and forgiving spirit.
Audience-ology continually surprised me. Two decades ago I took part in a test-screening of All the Pretty Horses, so I began this book already familiar with what happens at advance viewings; I remembered filling out a comment card and what some of the questions were. But I had no idea just how important a test-screening is to movie-makers. I definitely didn’t give any thought to how complicated the planning is. I didn’t think about the importance of audience demographics and location of the test-screening. I also didn’t think the audience’s scores and comments mattered that much. I have a lot of respect for the complexity of the whole process because of this book. What’s stuck with me is that, when producers, directors, and actors commit to a movie, they have really committed. Actors are signing contracts to, obviously, star in the movie during the filming dates. But thanks to test-screenings, they also are agreeing to come back to re-shoot anything that needs to be re-shot--and a lot may need to be re-shot. Tom Cruise, for instance, had to come back to re-shoot some scenes for Cocktail while he was in the middle of filming Rain Man. On the flip side, scenes that actors may have put their heart and soul into could end up getting cut if those score poorly with test audiences.
This book answered every question I could have except for one: What happens to movies that continue to score poorly? Most of the anecdotes here talk about how a movie went from bad to good, but I wanted to know about movies that never improve. It’s hard to imagine a studio would scrap an already-shot movie. Do these go straight to video? Goetz did talk about two movies that test audiences hated but that after theatrical release became box-office hits. However, he says this is a very rare phenomenon. The studio believed in the movies so much that it went ahead and released them despite the poor test-screenings.
Audience-ology was much better than I was expecting, and I’m glad it’s light on the memoir aspect. Unfortunately, it opens in a less-than-interesting way as Goetz described his personal journey to get to where he is now in his career, and I was worried the book would continue in this vein, but it quickly shifts focus. After these early pages, the book is a memoir only insofar as Goetz included some personal anecdotes when necessary to provide context. He seems like a nice man, but his personal stories pale in comparison to the movie stories, so it was wise of him to keep it brief. Anyone who has the least bit of interest in the movie-making process (or anyone who just wants to hear some movie gossip) will want to read Audience-ology.
NOTE: I received this as a complimentary finished copy from Goodreads in June 2022.
Everyone knows that making a movie is a lot of work, but most probably don’t think about the work involved in the test-screening process. Audience-ology is here to remedy that. It’s about movie market research expert Kevin Goetz and his adventures in this process. Before its official release, a movie must be test-screened at least once (usually twice) before a select audience of a few hundred people. Afterward, the audience is given comment cards with a series of questions to answer. A select few audience members are then chosen to stay behind and be interviewed as a group to provide further insight. What many may not know is that test-screenings are invaluable to producers and directors and play a key role in shaping the final product.
Audience-ology is an enthrallingly gossip-y read. Goetz discussed numerous movies as they evolved from rough to polished thanks to the test-screening process. Learning details about the before and after is fascinating. Many movies had their endings changed, had whole scenes cut or new ones added, or were re-worked entirely. He didn’t hold back on details with the various movies he highlighted, and he described them vividly enough that I could easily visualize the scenes even if I hadn’t seen the movie: Cocktail and Monster-in-Law had different endings. Footloose had a new scene added at the end. La La Land had a scene added at the beginning. Steve Martin’s The Pink Panther was completely re-worked to improve its tone. All these changes were the result of input from test audiences. Without test-screenings, many popular movies would never have become popular.
But Audience-ology isn’t just details about the original versus final versions of movies. It’s also about movie titles and the power of music to not just create atmosphere but to set audience expectations about the movie’s tone. In this part I was thrilled by an example from Moonstruck:
Goetz didn’t shy away from talking about the big, sometimes egotistical, personalities involved in movie-making. He shared harrowing personal stories about heated confrontations with directors or producers who couldn’t handle hearing criticism. He talked about logistical crises that left him panicked and about some misunderstandings that left him surprised and hurt. The job is exciting, but it’s also demanding and stressful, and those in this line of work must have a thick skin and forgiving spirit.
Audience-ology continually surprised me. Two decades ago I took part in a test-screening of All the Pretty Horses, so I began this book already familiar with what happens at advance viewings; I remembered filling out a comment card and what some of the questions were. But I had no idea just how important a test-screening is to movie-makers. I definitely didn’t give any thought to how complicated the planning is. I didn’t think about the importance of audience demographics and location of the test-screening. I also didn’t think the audience’s scores and comments mattered that much. I have a lot of respect for the complexity of the whole process because of this book. What’s stuck with me is that, when producers, directors, and actors commit to a movie, they have really committed. Actors are signing contracts to, obviously, star in the movie during the filming dates. But thanks to test-screenings, they also are agreeing to come back to re-shoot anything that needs to be re-shot--and a lot may need to be re-shot. Tom Cruise, for instance, had to come back to re-shoot some scenes for Cocktail while he was in the middle of filming Rain Man. On the flip side, scenes that actors may have put their heart and soul into could end up getting cut if those score poorly with test audiences.
This book answered every question I could have except for one: What happens to movies that continue to score poorly? Most of the anecdotes here talk about how a movie went from bad to good, but I wanted to know about movies that never improve. It’s hard to imagine a studio would scrap an already-shot movie. Do these go straight to video? Goetz did talk about two movies that test audiences hated but that after theatrical release became box-office hits. However, he says this is a very rare phenomenon. The studio believed in the movies so much that it went ahead and released them despite the poor test-screenings.
Audience-ology was much better than I was expecting, and I’m glad it’s light on the memoir aspect. Unfortunately, it opens in a less-than-interesting way as Goetz described his personal journey to get to where he is now in his career, and I was worried the book would continue in this vein, but it quickly shifts focus. After these early pages, the book is a memoir only insofar as Goetz included some personal anecdotes when necessary to provide context. He seems like a nice man, but his personal stories pale in comparison to the movie stories, so it was wise of him to keep it brief. Anyone who has the least bit of interest in the movie-making process (or anyone who just wants to hear some movie gossip) will want to read Audience-ology.
NOTE: I received this as a complimentary finished copy from Goodreads in June 2022.
October 17, 2023
4.5 stars
Audience-ology reveals the behind-the-scenes world of Hollywood test screenings, where opinions from real people shape iconic movies. Goetz does not disappoint. I was skeptical that he'd deliver recognizable movies and actual changes made — as the subtitle hints (looking at you, This Is What It Sounds Like: What the Music You Love Says About You), and was entirely delighted the full length of this book.
Showcasing how these screenings influenced famous films, Audience-ology features insights from Hollywood luminaries like Ron Howard, Cameron Crowe, Drew Barrymore and others, as well as how films such as La La Land, Chicago, Titanic, Wedding Crashers, Jaws, and Forrest Gump were impacted by their pre-release screenings. Goetz offers a unique look at movie history, combining humor, drama, and surprises for any film enthusiast.
Audiobook, as narrated by the author: Always up in the air on how well the author of a nonfiction book will pan out as a performer, Goetz delivered. He has a great speaking voice and was able to put his early acting chops to the test here and succeed.
Audience-ology reveals the behind-the-scenes world of Hollywood test screenings, where opinions from real people shape iconic movies. Goetz does not disappoint. I was skeptical that he'd deliver recognizable movies and actual changes made — as the subtitle hints (looking at you, This Is What It Sounds Like: What the Music You Love Says About You), and was entirely delighted the full length of this book.
Showcasing how these screenings influenced famous films, Audience-ology features insights from Hollywood luminaries like Ron Howard, Cameron Crowe, Drew Barrymore and others, as well as how films such as La La Land, Chicago, Titanic, Wedding Crashers, Jaws, and Forrest Gump were impacted by their pre-release screenings. Goetz offers a unique look at movie history, combining humor, drama, and surprises for any film enthusiast.
Audiobook, as narrated by the author: Always up in the air on how well the author of a nonfiction book will pan out as a performer, Goetz delivered. He has a great speaking voice and was able to put his early acting chops to the test here and succeed.
April 24, 2022
Contains a lot of trivia-like anecdotes of test audience screenings, with a lot of name-dropping of big stars, producers, and films. But there is no information at all about how analysis of audience feedback is done, and no information as to how filmmakers ended up arriving at certain conclusions based on audience feedback, e.g., no process on how to change the ending (other than just generally stating that the filmmakers knew the audience hated it, or the filmmakers felt it wasn't "enough"). Very little information given on how test audience screenings are done, so the process is explained as little bits-and-pieces.
Although I'm familiar with how moviemaking works, this book will not help someone gain or further any knowledge as to filmmaking, screenwriting, editing, or production. Also, it appears that the author was limited in how much he could divulge (he runs a test audience business, and had had to sign a lot of nondisclosures), which is reflected in how little information there is on...anything (other than just surface-level tidbits).
Did not finish at 50%.
Although I'm familiar with how moviemaking works, this book will not help someone gain or further any knowledge as to filmmaking, screenwriting, editing, or production. Also, it appears that the author was limited in how much he could divulge (he runs a test audience business, and had had to sign a lot of nondisclosures), which is reflected in how little information there is on...anything (other than just surface-level tidbits).
Did not finish at 50%.
October 7, 2021
Intriguing Look At A Facet Of Hollywood Most Are Unaware Of. This is a memoir from someone committed to client confidentiality but who happens to be one of Hollywood's foremost experts in gauging how audiences will react to a given film - and someone who manages to find a creative solution to be able to tell his story without violating his principles. It *also* has wide ranging applications, applications that don't seem to be obvious to Mr. Goetz. Specifically, in describing how movie executives see anything less than "very good" (on what is essentially a 5 * rating system where "very good" is equivalent to 4*, with "excellent" being 5*) as "mediocre at best", Goetz may as well be talking to so many people reviewing books, no matter the platform. This is because book executives (and algorithms) tend to have the same general opinion on the matter, as do many fellow consumers of the medium. But even beyond the rather obvious applications to book reception, Goetz's explanations, pontifications, and examples show how utterly critical end-user/ consumer feedback is to making *any* product as strong as it can be. And yes, there are all kinds of Hollywood case stories sprinkled throughout, from the very beginnings of Hollywood through at least 2018, and yes, several of the bigger names throughout that period pop up. Including little films no one has ever heard of like Jaws, Star Wars, Forrest Gump, Titanic, The Blair Witch Project, Paranormal Activity, and Charlie's Angels - among many, many others. Truly an outstanding book that project leaders of all stripes would do well to read professionally, and most everyone else would do well to read both for personal growth and entertainment. Very much recommended.
January 13, 2022
A great read if you’re interested to learn how test audiences sometimes drastically alter the final cut of a movie. The author tells a lot of stories from his work in the movie industry that illustrate how important it is for movie makers, directors and studios to listen to their audiences. I had no idea that some well-known movies underwent reshoots, lost or gained important scenes and sometimes even got a totally different ending after they had been screened to test audiences. It’s a part of the production process we hardly ever hear about, but after reading this book, I really want to go and rewatch some of the movies discussed in it to see the changes for myself. And in some cases, what was cut is still available as ‘deleted scenes’ on the DVD or Blu-ray, which makes it even more interesting to see what they cut and why. Recommended!
September 21, 2025
Anyone who is interested in the film industry or the process of testing films will find this book really enjoyable. The author, Kevin Goetz, founded the company that does the majority of test screenings in Hollywood. He has some great insights into the movie industry, the process of testing films, and the concept of balancing making art versus making a commercially successful movie.
My only knock, and the reason for 4 stars instead of 5, is I expected it to be a bit more direct. He states very early in the book that he's bound by NDAs and can't share a lot of details or specifics which is what I think I wanted out of it.
My only knock, and the reason for 4 stars instead of 5, is I expected it to be a bit more direct. He states very early in the book that he's bound by NDAs and can't share a lot of details or specifics which is what I think I wanted out of it.
June 15, 2023
Explores a fascinating aspect of movie-making many audience members never even think about. Whether you're a dedicated film fan or interested in the marketing/data research aspect or both, Goetz' book offers an extremely readable insiders view of test screenings and is full of stories about well-known movies and how they were improved (or not) along the way. A quick and fun read.
January 2, 2024
Things I Love: movies, statistics, At Long Last Love.
March 14, 2023
Super interesting!! Loved reading this and came out with takeaways
February 15, 2022
I expected this to be a more thorough and data heavy macro analysis of test screening than it was. The author has had a long career in the industry so he tells a lot of personal stories and anecdotes about how individual movies were shaped by the test screening process (although he mentions at the beginning that there's a lot of NDAs and such in this world, so he can't name always name names). A lot of these stories are entertaining and I'm glad I read them even if it also left me wanting deeper, more probing analysis. The book has a lightness to it that makes it easy to keep turning the pages.
October 14, 2021
Thank you to NetGalley for allowing me to read this book. Opinions are my own.
What a fascinating book. Have you ever wondered why there are clips for movie previews that aren’t actually in the movie? Do you wonder about movie endings and what the movie would have been like with a different ending. This book helps answer some of those questions.
I knew there were early screenings of movies. I just didn’t o ow what all went in to having them done. This book explores the process. It also has me wondering about certain movies that made it to theaters.
What a fascinating book. Have you ever wondered why there are clips for movie previews that aren’t actually in the movie? Do you wonder about movie endings and what the movie would have been like with a different ending. This book helps answer some of those questions.
I knew there were early screenings of movies. I just didn’t o ow what all went in to having them done. This book explores the process. It also has me wondering about certain movies that made it to theaters.
May 3, 2022
I can't help but think all the 5 star reviews are bots. Or maybe they're just bought.
The only reviews that are earnest are the ones that say there is nothing in this book but name dropping and have stories. Everything else, especially full caps reviews that further name drop, must be by individuals who did not actually read the book.
The only reviews that are earnest are the ones that say there is nothing in this book but name dropping and have stories. Everything else, especially full caps reviews that further name drop, must be by individuals who did not actually read the book.
January 7, 2022
This is okay, but if you’re even a casual cineast you should already know a version of most the stories presented here, about changes in popular movies due to audience reaction. And it probably would work better as an editorial or essay. There’s not enough here to sustain a lengthy book.
October 3, 2021
trigger warning
Slight disclaimer: Headacyh-Mc Headache Face but in a mood to write a review. If this sounds confused, I can tell you exactly why.
This book is about the process of test-screening a movie to see how the moviegoers react to it. How the praxis was started, how the author got into it. Different angles you can investigate, noteworthy events in his professional life.
The author of this book started out by acting, then directing, and got into test screening later on so he knows both sides of the coin which makes this especially interesting.
He goes into having to sign Non-Disclosure Agreements, you can kinda see where this applies. In some cases, names of movies or the people who were in any way involved in making them are clearly stated. In others, he describes the movie he's talking about as vaguely as possible and tells you only what you need to get the point, like genre and target audience, to not violate any policy.
The topic of this book in itself means that in the beginning, most of the people mentioned are white and male. We're talking about the history of Hollywood, there is no changing that.
I liked how the author handled this, especially in the case of Harvey Weinstein. It was clear to me that Harvey Weinstein would make an appearance, and it took till halfway through until the author of this book prefaces Weinstein's first appearance with how he was thinking about how to handle this, because of what Weinstein did. Kevin Goetz says he ultimately went with giving this short prelude and then telling what happened.
Another book I read about recently, by Steve Alpert, was the extreme opposite of not acknowledging Weinstein's deeds at all, so I was pleasantly surprised about how this was handled here.
It would make a long list if I were to tell you all the movies included in this, so I didn't even try.
While the first half of the book had tons of titles and people unfamiliar to me, I got my bearings in the second half to a point at which I might not have watched a certain movie, but at least heard about it.
This book did what it set out to do. I hope in future I can think back on this when I hear about the shedule of a movie changing, and now that I've read this book, I crave a whodoneit set at a test screening.
I would recommend it if you're either into the history of hollywood, a passionate movie-goer or are into statistik analysis and marketing.
The arc was provided by the publisher.
Slight disclaimer: Headacyh-Mc Headache Face but in a mood to write a review. If this sounds confused, I can tell you exactly why.
This book is about the process of test-screening a movie to see how the moviegoers react to it. How the praxis was started, how the author got into it. Different angles you can investigate, noteworthy events in his professional life.
The author of this book started out by acting, then directing, and got into test screening later on so he knows both sides of the coin which makes this especially interesting.
He goes into having to sign Non-Disclosure Agreements, you can kinda see where this applies. In some cases, names of movies or the people who were in any way involved in making them are clearly stated. In others, he describes the movie he's talking about as vaguely as possible and tells you only what you need to get the point, like genre and target audience, to not violate any policy.
The topic of this book in itself means that in the beginning, most of the people mentioned are white and male. We're talking about the history of Hollywood, there is no changing that.
I liked how the author handled this, especially in the case of Harvey Weinstein. It was clear to me that Harvey Weinstein would make an appearance, and it took till halfway through until the author of this book prefaces Weinstein's first appearance with how he was thinking about how to handle this, because of what Weinstein did. Kevin Goetz says he ultimately went with giving this short prelude and then telling what happened.
Another book I read about recently, by Steve Alpert, was the extreme opposite of not acknowledging Weinstein's deeds at all, so I was pleasantly surprised about how this was handled here.
It would make a long list if I were to tell you all the movies included in this, so I didn't even try.
While the first half of the book had tons of titles and people unfamiliar to me, I got my bearings in the second half to a point at which I might not have watched a certain movie, but at least heard about it.
This book did what it set out to do. I hope in future I can think back on this when I hear about the shedule of a movie changing, and now that I've read this book, I crave a whodoneit set at a test screening.
I would recommend it if you're either into the history of hollywood, a passionate movie-goer or are into statistik analysis and marketing.
The arc was provided by the publisher.
April 16, 2025
This really interested me as someone who's been part of test audiences over the years and felt more than a little apprehensive about that! "Will they really change the things I thought were awful...? What if they take someone's else's feedback and ruin what I loved?!" "Is the studio pitting me against a director who, in this day and age of media, wasn't allowed final cut?!"
Well, maybe sometimes, but not necessarily! I remain apprehensive about ways scores can be weaponized for money/box office hits over art and expression- I do not believe the customer is always right! But there are some great stories about the ways directors/creative teams have used audience response to tighten up their films to be better (the Jaws jump-scare!). If the purpose is about connecting to an audience or entertaining people, how will you know how it lands without feedback from audience members? It can be a great way to figure out how to better tell the story, get a laugh or scare. It can also save a movie a studio doesn't believe in but audiences love, especially in genres like horror.
I do worry the industry relies on statistics and feedback, especially when (as it is acknowledged in the book!) you can't know how something will actually do upon release. A film released in a cultural moment different than when it was made or pre-screened. Maybe the weather is lovely its first week and no one wants to go to the movies and it flops. Maybe it becomes a cult classic later as people discover it at home or in different times. Anyway, it made me a little less nervous about the whole thing, and I enjoyed historical tidbits along the way on how audience feedback has shaped film for about a hundred years and likely helped bring me some of my favorite films or scenes!
Well, maybe sometimes, but not necessarily! I remain apprehensive about ways scores can be weaponized for money/box office hits over art and expression- I do not believe the customer is always right! But there are some great stories about the ways directors/creative teams have used audience response to tighten up their films to be better (the Jaws jump-scare!). If the purpose is about connecting to an audience or entertaining people, how will you know how it lands without feedback from audience members? It can be a great way to figure out how to better tell the story, get a laugh or scare. It can also save a movie a studio doesn't believe in but audiences love, especially in genres like horror.
I do worry the industry relies on statistics and feedback, especially when (as it is acknowledged in the book!) you can't know how something will actually do upon release. A film released in a cultural moment different than when it was made or pre-screened. Maybe the weather is lovely its first week and no one wants to go to the movies and it flops. Maybe it becomes a cult classic later as people discover it at home or in different times. Anyway, it made me a little less nervous about the whole thing, and I enjoyed historical tidbits along the way on how audience feedback has shaped film for about a hundred years and likely helped bring me some of my favorite films or scenes!
April 9, 2023
As an educational read, this book flops spectacularly. The essential takeaways were, to me, basic marketing fundamentals. Know your target audience and tailor to them. Take audience feedback objectively and not personally. Trust the data. Throughout the book Goetz merely shared that when test screenings are done, care is taken to ensure that the right demographic is in the room (since there is some self-selection involved in the real process of choosing a movie to watch anyway), that surveys are handed out to audience members (questions similar to those on NPS surveys), that focus groups are conducted afterwards with the key stakeholders in the room (directors often just a few rows behind). There’s not much else shared about the process and how the data is analyzed, and how to pull further insights from the surveys.
That said, it is about the movie business, and it was an entertaining read which I enjoyed nonetheless. It helped that I didn’t go into it expecting to learn loads. Instead, I was treated to anecdote after anecdote of behind the scenes decisions of various movies, some of which I bookmarked to watch on my own. The Titanic screening was held on utmost secrecy, so secret that even execs didn’t know where they were going to watch it until they were on the plane. La La Land’s opening song was originally cut, but added back in as an early indicator to the audience that this was a musical. The music (and name) for Pretty Woman was chosen by an exec skimming a list of songs.
Read this book for a taste of what Hollywood life is like, between the post-production rooms and the glitz of premiere night. It’s a fun and short romp that I finished in a day. But don’t read it expecting to come out well-educated in the technicalities of audience-ology.
That said, it is about the movie business, and it was an entertaining read which I enjoyed nonetheless. It helped that I didn’t go into it expecting to learn loads. Instead, I was treated to anecdote after anecdote of behind the scenes decisions of various movies, some of which I bookmarked to watch on my own. The Titanic screening was held on utmost secrecy, so secret that even execs didn’t know where they were going to watch it until they were on the plane. La La Land’s opening song was originally cut, but added back in as an early indicator to the audience that this was a musical. The music (and name) for Pretty Woman was chosen by an exec skimming a list of songs.
Read this book for a taste of what Hollywood life is like, between the post-production rooms and the glitz of premiere night. It’s a fun and short romp that I finished in a day. But don’t read it expecting to come out well-educated in the technicalities of audience-ology.
September 6, 2021
Audience-ology: How Moviegoers Shape the Films We Love by Kevin Goetz was an even more entertaining book than I expected. I wanted to learn some of the details about how viewer research impacts the final product and fully expected some interesting anecdotes, it is the film industry after all. But the book was engaging from the beginning, the stories were both relevant and presented in an interesting manner.
Maybe I simply didn't expect someone who does research to write quite so well but Goetz really made me appreciate what he does as well as gain a better understanding of audience research. I have been part of a few such audiences, a benefit of living in the LA area for years and also other major metropolitan areas coupled with a love of film. Yet I was never sure, beyond just gauging general response, what was done with the information gathered.
I would recommend this to anyone with an interest of any kind in film. From a casual fan to someone considering a career in film (no matter in what capacity). I would have liked a better understanding of this back when I was studying film and film history in school, it would have added another dimension to my work. So I would highly recommend this to students of film.
Reviewed from a copy made available by the publisher via NetGalley.
Maybe I simply didn't expect someone who does research to write quite so well but Goetz really made me appreciate what he does as well as gain a better understanding of audience research. I have been part of a few such audiences, a benefit of living in the LA area for years and also other major metropolitan areas coupled with a love of film. Yet I was never sure, beyond just gauging general response, what was done with the information gathered.
I would recommend this to anyone with an interest of any kind in film. From a casual fan to someone considering a career in film (no matter in what capacity). I would have liked a better understanding of this back when I was studying film and film history in school, it would have added another dimension to my work. So I would highly recommend this to students of film.
Reviewed from a copy made available by the publisher via NetGalley.
January 20, 2022
A Must Read For Those Who Love Movies
I am not in "the business" and live on the East Coast. However, I was drawn to the title because I am indeed addicted to movies. Audience-ology hooked me immediately. It opened my eyes to the birthing process of how a mediocre film becomes a great one. It is a fascinating look at what goes on during, afterward, and behind the scenes of film screenings. So many famous beloved films that became classics because of this ingenious and necessary process. Kevin Goetz is brilliant with his research, interpretation and delivery of crucial evidence from the audience, and authenticity. Yes, it is a dream career for those of us who love the movies. But honestly, no one could do it better than Kevin Goetz. Read the book and you will see why. Loved it!
I am not in "the business" and live on the East Coast. However, I was drawn to the title because I am indeed addicted to movies. Audience-ology hooked me immediately. It opened my eyes to the birthing process of how a mediocre film becomes a great one. It is a fascinating look at what goes on during, afterward, and behind the scenes of film screenings. So many famous beloved films that became classics because of this ingenious and necessary process. Kevin Goetz is brilliant with his research, interpretation and delivery of crucial evidence from the audience, and authenticity. Yes, it is a dream career for those of us who love the movies. But honestly, no one could do it better than Kevin Goetz. Read the book and you will see why. Loved it!
May 22, 2022
Kevin Goetz's book has to be described as a "professional memoir," for it illustrates and illuminates one of the oft-neglected areas of the filmmaking process that influences movies deeply: audience testing. Through detailed anecdotes of Hollywood classics, quotes from industry movers and shakers, and personal commentary, Goetz manages to deliver a compelling narrative that should satisfy movie fans and industry professionals alike (I, as a passionate member of both groups, can attest to that fact). Overall, AUDIENCE-OLOGY proves further the true (and possibly highest) level of collaboration needed in the movie-making process for a film to succeed not only commercially but also as a storytelling artifact (even if plenty of filmmakers may complain about this truth)--to paraphrase a Hollywood adage, the audience has to be in on it as well.
November 24, 2021
“I’d rather be beat in the face with a donkey penis than watch this film.”
Since long before Letterboxd, ordinary moviegoers have had occasional opportunities to share their thoughts on new movies — and the filmmakers, often to their chagrin, have been listening. As Kevin Goetz details in Audience-ology, studios have long relied on preview screenings to gauge potential audiences’ impressions of their products. With comments like the one above, quoted by Goetz in the book (though he tactfully declines to mention which movie it was regarding), the studios get what they pay for.
I reviewed Audience-ology for The Tangential.
Since long before Letterboxd, ordinary moviegoers have had occasional opportunities to share their thoughts on new movies — and the filmmakers, often to their chagrin, have been listening. As Kevin Goetz details in Audience-ology, studios have long relied on preview screenings to gauge potential audiences’ impressions of their products. With comments like the one above, quoted by Goetz in the book (though he tactfully declines to mention which movie it was regarding), the studios get what they pay for.
I reviewed Audience-ology for The Tangential.
February 15, 2022
I enjoyed the stories behind the movies and how they changed due to audience input. It’s a great glimpse behind the scenes of what happens when creators first put their product in front of an audience. Almost all are nervous, and the stories about how they react to the feedback and what was done to change movies to be a success, is really fun. I was going to give it four stars, because I thought the author can be a bit self-aggrandizing, but he actually is pretty important and powerful, and he gives the audience a lot of power. So 5 stars for a fun rad from someone who loves books and movies!
February 12, 2022
It’s all interesting and accurate buuuuut… it’s missing one important and vital thing: examples of test audiences and ratings that were WRONG. This is an ode to commercial filmmaking and pleasing the masses, but countless festival successes, critical-acclaimed, and award-winning films have NOT tested well, and that is critical to include… even if the author feels otherwise
Not to mention movies that were changed because of test screenings that were dumbed down because of them!! There are so many examples
Otherwise it can be a bit of a self-hagiography
Not to mention movies that were changed because of test screenings that were dumbed down because of them!! There are so many examples
Otherwise it can be a bit of a self-hagiography
This entire review has been hidden because of spoilers.
April 8, 2022
An easy read with some interesting stories about the benefits of the screening process. Lots of anecdotes from producers and storytellers, but not the most in-depth, though Goetz is clear that this isn't a textbook rather a memoir and an introduction to his 30 year profession. Does shed some useful light on how studios screen and makes you think about how some of your favorite movies have come about. Filmmaking, as ever, is a collaborative process! And here are stories from a collaborator that we don't always think of as part of the process.
May 29, 2022
Very interesting insight into how movies are made &/or remade by moviegoers. Enjoyed the behind-the-scenes stories of big & little movies alike & how moviegoers help to shape those movies by previews & surveys. Rewrites & reshoots are not necessarily a "bad" thing in Hollywood. Those rewrites & reshoots might have been the "thing" that made the movie. Glad the conclusion of the book covered the pandemic, streamers, & how movie watching has changed in the modern world. If you love movies, I recommend this book.
July 31, 2022
As an avid movie lover, I was actually made aware of this book through Total Film magazine. As interesting as it is, with some stories of how movies were changed from their original edit, I wanted more. Kevin talks of his career, and it's one I'm envious of, but stretched out between some cool stories that I just wanted more of. I know he must have tons of stories to share, and the difficult part is having permission from studios or directors. Still, it was interesting enough, and I immediately shared the book with a movie loving friend.
August 22, 2024
Doesn't really go into any detail into the actual methods they use to quantify how much an audience likes a movie. It seems that after a given screening, the "research" just boil down to two averages - not exactly the sophisticated method the author advertised. Besides that, the author namedrops movies all the time and the vast majority of them are not just old - they are dated. So that makes me wonder how can we be sure that these methods really result in the best movies, or just in the biggest ROI for the shareholders of the studios?
May 15, 2022
(full review pending - maybe) Undoubtlely Goetz didn't intend it as such - or maybe he did - but there's a *ton* of pretty inspiring things in here (or if not inspiring, at least edifying) regarding the creative writing process as a whole. Part memoir, part inside-the-studio, part deep dive into the creative process, it's a must-read for anybody interested in crafting a script, novel, or just a Hollywood-phile!
August 6, 2022
While it does contain some of the Hollywood posturing that’s expected of someone in the industry, it’s a book that provides excellent detail into the process of testing a movie to audiences. Fun anecdotes that relay the message of each chapter in a meaningful way make this a must read for anyone looking to learn more about the road a movie takes to becoming the final product that we are able to see in movie theaters.
May 27, 2022
Kevin Goetz does a great job telling you about himself while keeping movie experiences the focus of the book. The stork rise told are ones that any movie lover will wish they were a part of. I appreciated that he kept Harvey Weinstein because although it is a tough topic the movie he was a part of helped create the landscape we have in media today.
Thank you for all the fun facts!
Thank you for all the fun facts!
May 27, 2023
Fascinating read for historians and enthusiasts of the entertainment industry. It falls somewhere between analytical and artistic in how it dissects film and what goes into making us love a movie, and its a wonderful slice of background for how some of our most influential pieces of film came to be as incredible as they were.
Perhaps one of the only "business" books I'd ever recommend.
Perhaps one of the only "business" books I'd ever recommend.
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