Hollywood & advertising research
One of those books which I like dipping into time and again is Adventures in the Screen Trade by William Goldman (Screenwriter and two time academy award winner for Butch Cassidy and the Sundance Kid and All the President's Men). This book is funny, vitriolic, greatly entertaining and insider Hollywood.
Talking of studio executives he has this to say - 'Compunding their problem of job security in the decision-making process is the single most important fact, perhaps, of the entire movie industry: NOBODY KNOWS ANYTHING. Not one person in the entire motion picture field knows for a certainty what's going to work. Every time out it's a guess - and if you're lucky, an educated one'.
Notwithstanding all the research that goes into the development of advertising, not to forget the so called pre-test, I guess it all boils down to an educated guess.
Talking of studio executives he has this to say - 'Compunding their problem of job security in the decision-making process is the single most important fact, perhaps, of the entire movie industry: NOBODY KNOWS ANYTHING. Not one person in the entire motion picture field knows for a certainty what's going to work. Every time out it's a guess - and if you're lucky, an educated one'.
Notwithstanding all the research that goes into the development of advertising, not to forget the so called pre-test, I guess it all boils down to an educated guess.
posted by Mani Kadayam at 11:35 PM
0 Comments:
Post a Comment
<< Home