Behind the Cover

The Story of Designing the Book, How to Score in Hollywood

My upcoming book, How to Score in Hollywood, takes you behind the scenes of the movie industry, revealing the crucial intersection where creative instinct meets audience insight, where the business of film embraces the art of storytelling. It unveils closely guarded strategies behind producing and promoting the films we love, with one clear goal: success and profitability. Because in creating cinematic impact, every detail matters, from early concept to the final marketing push.

This principle applies equally to creating one of the most important elements of my book itself: the cover.

When it came to naming How to Score in Hollywood, my husband, Neil, and I collaborated on finding just the right title. After thoughtful consideration, we landed on a play on words. "Score" in the movie business carries multiple meanings: scoring big at the box office, scoring well in audience testing (measuring everything from playability to capability, marketability, and buzzability), and yes, even "scoring" in terms of winning. The title perfectly encapsulates what readers will find inside these pages.

Next came the visual design of the book cover itself. From the start, we agreed to avoid the typical Hollywood visuals—no clapperboards, film reels, or theater marquees. We wanted something fresher and more symbolic of what the book represents.

🎬 Watch this short video to see how we arrived at the final book cover design of How to Score in Hollywood:

Our winning concept? Popcorn and money – a perfect visual metaphor. Popcorn represents the moviegoing experience, while money symbolizes the business side of filmmaking. Together, they capture the essence of what this book is about. Feedback from industry peers and our testing at my company, Screen Engine, confirmed we were on the right track. The final cover wasn't just designed; it evolved through a process that combined strategy and audience insight.

Another challenge? The subtitle.

It might seem secondary, but for nonfiction, especially about the business of filmmaking, the subtitle is critical. It tells readers what the book is really about, sets expectations, and helps them instantly decide if it's for them. We needed something that spoke to Hollywood insiders and to film students, business professionals, creatives, and movie lovers. It had to be smart but accessible. After many rounds with my team and Simon & Schuster, we landed on:

"Secrets to Success in the Movie Business."

Simple, clear, and welcoming. It promises insight without jargon and invites a broad audience into the story.

With the title set, we moved to cover design: fonts, colors, imagery, and style. The possibilities were endless. We're now finalizing the back cover and interior design, giving the same attention to every element that goes into making a successful book.

Thanks for following the story behind the story. I can't wait to share the next chapter with you.

How to Score in Hollywood launches November 11, 2025, and is available now for pre-order.

Want more behind-the-scenes content on film production, audience testing, and movie marketing? Follow me here on Substack for exclusive updates and follow me on Instagram, Facebook, X, and LinkedIn as we approach the book launch.

What aspects of the movie business would you like me to explore in future posts? Share your thoughts in the comments!