Film Stories with Simon Brew What on earth is film 'testing'? | A podcast special, with Kevin Goetz
4 snips
Feb 20, 2026 
Kevin Goetz, founder and CEO of Screen Engine/ASI and content-testing expert, explains how movies get shaped before and during production. He discusses concept and capability testing, why audiences often show problems not solutions, the role of biometrics and dials, and how small observations can unlock big fixes. He also reflects on mid-budget hits, testing animatics, and his documentary work.
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Screen Engine’s Industry Reach And Role
- Kevin Goetz runs Screen Engine and tests roughly 60–70% of Hollywood movies plus many TV series and games, giving broad influence on content decisions.
- The company uses qualitative and quantitative audience research across concept, footage, and marketing to guide studios and streamers.
Barbie Was A Surprising Exception
- Kevin initially warned Mattel that Barbie looked like a poison property, based on early research that showed low desire beyond kids and nostalgic moms.
- Margot Robbie and Greta Gerwig reimagined Barbie's DNA, turning it into the unexpected hit Kevin hadn't predicted.
Right Price Beats Quality For Profitability
- Every movie can potentially make money if it's made and marketed at the right price, but mis-sizing budget or audience is the usual failure point.
- Early research can reveal if a film is a narrow family picture or a broader adult drama, avoiding overbudgeting for the wrong market.
