In this episode, Alex is joined by two industry leaders with unparalleled insight into how films truly reach and resonate with audiences. Kevin Goetz, founder and CEO of Screen Engine ASI, and legendary studio marketer Bob Levin share the thinking, decision processes and real-world experience behind their new book How to Score in Hollywood.
Together, they discuss the realities of greenlighting, the role of audience understanding in shaping creative and commercial choices, and how the relationship between marketing, research and storytelling has evolved. From capability testing and concept clarity to the challenges of releasing films in today's fragmented environment, Kevin and Bob offer a grounded and highly practical look at what drives film success.
For anyone working in distribution, marketing or greenlightng, this conversation lifts the lid on how smarter decisions, stronger insights and clearer positioning help films connect and perform in an increasingly competitive marketplace.
About Kevin Goetz Kevin Goetz is the founder and CEO of Screen Engine, a global leader in entertainment research and strategy serving all the major film studios, television networks, and streaming services. Throughout his career, he has been at the forefront of Hollywood, having personally tested over 5,000 film titles, where his work significantly impacts how movies are made, marketed, and released. In 2024, Kevin received American Cinematheque's prestigious Power of Cinema Award for his contributions to the film industry. He is the author of two books: the bestselling
Audience•ology: How Moviegoers Shape the Films We Love (Simon & Schuster, 2021), offering an inside look at the power of audience pre-release movie test screenings, and
How to Score in Hollywood (Simon & Schuster, November 2025), exploring the secrets to success in the movie business. Kevin brings his expertise to life as the host of the popular podcast,
Don't Kill the Messenger (Apple Top 100), and continues educating the filmmaking community through keynote speeches and global presentations. He has produced twelve TV movies, including the Emmy-winning
Wild Iris, and the 2026 documentary
Children in the Fire. A member of the Academy of Motion Picture Arts and Sciences, the Television Academy, and the Producers Guild of America, Kevin also serves on the boards of six nonprofit organizations. He currently resides in Beverly Hills with his husband, Neil, a producer and former creative advertising executive, and their labradoodle, Kasha. About Bob Levin Bob Levin is a legendary movie marketing executive, having for over two decades holding the position of president, worldwide marketing at first Disney, then Sony and MGM. As well as being a key member of each studio's greenlight committee, he led the advertising, publicity, promotion, and research programs that helped launch hundreds of films, breaking numerous box office records throughout his career. Bob came out of semi-retirement when Kevin Goetz invited him to join Screen Engine/ASI as president and chief operating officer, where he has played a pivotal role in the company's continued success. His first book,
How to Score in Hollywood, cowritten with Kevin, reveals the secrets to a movie's success and profitability, exploring how smart, data-driven decisions—from development to release—help filmmakers minimize risks and maximize returns. Bob lives in Los Angeles with his wife, Hilda Wynn.