Inside the Room: How Audience Test Screenings Shape the Movies We Love
"Who doesn't like information? I mean, that's the question."
That's how Kevin Goetz, founder and CEO of Screen Engine, recently challenged critics of test screenings on The Town podcast. It's a simple but pointed question that gets to the heart of why some of Hollywood's biggest filmmakers swear by audience feedback while others refuse to engage with the process at all.
On a recent episode with host Matthew Belloni, Goetz pulled back the curtain on one of Hollywood's most secretive processes: how test screenings actually work, why they matter more than ever, and what happens when filmmakers choose to ignore what audiences are telling them.
Carefully Recruited Audiences
Every audience is strategically selected to match a movie's target demographic. Whether teen comedy enthusiasts, action movie fans, or drama aficionados, Screen Engine identifies viewers who represent the film's intended audience. Recruitment occurs both in person at malls and theaters, as well as through online outreach. The match between film and audience is critical, as feedback from the wrong audience can mislead filmmakers.
As Goetz explained on The Town, "We want real folks. We want people who go to the movies." The process excludes industry insiders or anyone with a public platform who might leak information, protecting the filmmakers' work while it's still in development.
For certain high-profile films, audiences are recruited "blindly" without revealing the title. In Audience•ology, Goetz recounts how this approach was crucial for Titanic. Tom Sherak at 20th Century Fox orchestrated a deception where moviegoers thought they were attending a screening of Great Expectations in Minneapolis, only to be surprised by James Cameron's epic. Their genuine reactions provided insights that validated the film's emotional impact.
How Feedback is Collected
Feedback comes through two primary methods. First, quantitative research: after viewing, the entire audience completes a survey covering reactions to pace, character connection, story clarity, and emotional impact.
Second, qualitative research is conducted with a focus group of about 20 randomly selected attendees. This discussion uncovers nuances that numbers alone can't explain, revealing why characters work or don't, how plot twists land, and which moments truly resonate.
Reading the Room
Beyond formal feedback lies the real-time experience of being in the theater. Watching audience reactions provides insights no survey can capture. As director Ed Zwick described it in Audience•ology, it's "like seeing your lover naked for the first time," a moment of truth that can't be simulated.
The energy in the room reveals the film's connection with viewers. Experienced moderators recognize these signals as feedback that often validates or deepens formal research findings.
Turning Data Into Insight
Screen Engine's analysts view feedback through the lens of having tested thousands of titles across genres and eras. They understand what's typical for different movie types and can recognize when a moderate score signals an easy fix versus a structural challenge.
Goetz focuses on the "definitely recommend" score, what he calls the "money number." This metric predicts word-of-mouth potential more accurately than traditional measures and has proven to be a reliable indicator of commercial success. On the podcast, he warned about misleading claims: "A lot of people say, oh, my scores were so high, they were 90. Well, they might be 90 in the top two boxes. But you always wanna ask, what was your excellent score and what was your definite recommend score?"
One of Goetz's key skills is his ability to dissect vague audience responses. When audiences say they're "confused," for example, Goetz distinguishes between "good confusions" that add intrigue and "frustrating confusions" that pull viewers out of the story.
"Sometimes you watch a movie and there are what I call good confusions, meaning you don't have to be hit over the head with everything," he explained. "Sometimes you watch a movie, but they're frustrating confusions. They take you out of the movie. You have to turn to your partner and say, what the f*@# is going on?"
The reshaping of La La Land shows how audience insight drives transformation. The first test screening revealed viewers were confused when characters suddenly broke into song twelve minutes into the film. Director Damien Chazelle responded by adding the opening freeway sequence, "Another Day of Sun," immediately signaling to audiences that they were watching a musical. This single change helped turn the film into a success.
The podcast revealed that while most established directors embrace the process, tensions can arise. Goetz has witnessed "very contentious discussions from filmmakers saying, you know, from how dare you to, why would you say that? Or how did you interpret that?" The battles typically center on three areas: confusion, endings, and pace or length. Studios often use Goetz as what Belloni called "the blunt instrument"—someone who can deliver difficult feedback while preserving the studio's relationship with the filmmaker.
Why It Still Matters
In today's crowded entertainment landscape, understanding audience connection is essential. Movies must be excellent, emotionally engaging, and clear to stand out among the numerous entertainment options available.
Contrary to popular belief, test screenings have become more important in the streaming era, not less. As Goetz noted, "If you are slow out of the gate for a streamer, you risk tune-out right away." The stakes for keeping audiences engaged have actually increased when viewers can easily click away at home.
The process extends far beyond major studios. Netflix, Amazon, and other streamers all conduct testing, recognizing that audience data helps them compete in an increasingly crowded marketplace.
As Goetz says on his podcast, Don't Kill the Messenger, the audience always has something to teach us, if we're willing to listen. That's why, fifteen years after founding his company, he still personally moderates many screenings because, as he puts it, most great filmmakers "really embrace the process" once they understand its value.
Listen to Kevin Goetz on The Town:
For deeper insights into what makes a movie resonate and succeed, don’t miss the upcoming book How to Score in Hollywood (November 2025-Available for Pre-Order Now) by entertainment strategist expert Kevin Goetz with Bob Levin. This book unveils the secrets behind success and profitability in the movie business, showcasing how smart, data-driven decisions—from development through release—can help filmmakers minimize risks and maximize returns.