Welcome to Kevin Goetz 360
Ever wonder how filmmakers choose the perfect ending for a movie? Or how they know to tweak the musical score to elevate scenes? Chances are, audience testing had something to do with it.
As Hollywood's premier audience whisperer, Kevin Goetz has tested over 5,000 films throughout his career—shaping how movies evolve from rough cuts to the magic that touches audiences and brings stories to life. From summer blockbusters to indie darlings, his work in entertainment research has influenced some of cinema's most memorable films.
Recently honored with the American Cinematheque's Power of Cinema Award, Goetz first shared the secrets of Hollywood testing in his bestselling book, Audience-ology (2021) published by Simon and Schuster. Now, his upcoming book, How to Score in Hollywood (November 2025) promises to reveal even more about what makes films connect with audiences and succeed at the box office.
Through his captivating podcast Don't Kill the Messenger, Goetz brings you inside Hollywood's inner circle. Listen as Ron Howard shares directing insights, Sharon Stone offers unfiltered perspectives, Jason Blum reveals the mechanics of horror, and Antoine Fuqua breaks down action sequences. With guests like Graham King, Jim Gianopulos, Shane Black, Mike Medavoy, Eli Roth, and Elizabeth Gabler, each episode offers a masterclass in filmmaking.
This Substack is your backstage pass to understanding how movies really get made:
The transformative moments from test screenings that saved or elevated films
Exclusive previews from How to Score in Hollywood
The most revealing conversations from Don't Kill the Messenger
Behind-the-scenes stories that explain what's happening in Hollywood today
How audience feedback transforms good movies into unforgettable experiences
While Goetz has made his mark beyond research (including producing the Emmy-winning Wild Iris and the upcoming documentary Children in the Fire), his true legacy lies in revolutionizing how Hollywood understands its audience. Through the innovative testing methods of his company, Screen Engine/ASI, Kevin continues to help filmmakers bridge the gap between their vision and audience expectations.
Whether you're a filmmaker seeking insights, an industry professional tracking trends, or simply fascinated by how movie magic happens, this newsletter delivers the stories behind the stories.
Grab your popcorn and join the conversation!