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July 13, 2020 02:43 pm

The Data-Driven Tech Engine at the Heart of Hollywood's Content Factories

America's studios, creators and marketers are relying, more than ever, on digital platforms that allow them to gauge what audiences like-- and would like to see more of. From a report: They're not just looking for test screenings, either. They're looking to check in with potential audiences at every stage of production, from before a script is written until the moment their new TV show, film or music video debuts. Ever since George Lucas ushered in the era of endless sequels (and prequels), Hollywood executives have tried to capitalize on the success of the Last Big Thing by churning out more of it. But content budgets are increasing far faster than established franchises can keep up. Netflix is projected to spend more on new and acquired content in 2020 -- $17 billion -- than Apple spent on research and development in 2019. With stakes that high, minimizing risk when creating new content "at scale" means treating it like any other mass-market product. Executives, producers, writers, directors and marketers need to be able to consistently craft programs that are more likely than not to find their target audiences. Critical approval and industry awards -- even box-office blowouts -- while nice, aren't the endgame for most.

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