Audience-ology: How Moviegoers Shape The Films We Love” (Tiller Press), out Nov. 30, makes clear. Here, authors Kevin Goetz — the founder of Hollywood market research firm Screen Engine/ASI — and his colleague Darlene Hayman share how audience feedback changed six Hollywood classics.
When DreamWorks tested “Anchorman: The Legend of Ron Burgundy” in 2004, first-time director Adam McKay was “nervous as hell.” During the screening, the movie “killed, getting laughs all the way through,” Goetz writes.
But when a focus group gave feedback after the film, the overall response wasn’t great. No one understood why except for Terry Press, the studio’s head of marketing. “She didn’t mince words,” McKay says in the book.
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