I’m very pleased to be rejoined by Kevin Goetz, who is the guru of movie testing to discuss his latest book, How to Score in Hollywood. When you spend nine figures on a film and another eight figures marketing it, you want to know what works for audiences and what doesn’t, and Kevin’s the guy who can help you do that. He believes that nearly every movie—if it’s made for the right price and marketed to the right people—should be able to make money, and he’s happy to explain how his company, Screen Engine/ASI, can help make that hope a reality. Our discussion runs the gamut—from concept testing to post-screening focus groups to some Oscar chatter—and I hope you enjoy.