Over the weekend TheWrap held their annual media conference in Beverly Hills, speakers included IMAX Chief Marketing OfficerJL Pomeroy, 20th Century Fox chief data strategist Julie Rieger. The two discussed how data is used in the decision of what content to provide.

Pomeroy:

“I think that insight is the part that people sometimes overlook when it comes to data. There’s also that extra insight piece of what you actually do with the data. Sometimes, you ignore the data, and sometimes, it helps you coil your thinking.”

Rieger:

“You’ve gotta have both. You can’t let one thing ever rule… you have to be able to look at things and say, ‘I think we have to take a chance.’ In the end, it’s all about humans — data gives humans more information.”

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Data drives the world, big companies use analytics to examine various aspects of their businesses. While that is all well and good, in the businesses of cinema and television, the human factor can loom just as large. From the studios deciding what project to put into production, to casting the right actor, these are elements that can’t always be determined by statistics. Sure, the data can tell you that for the most part, an action movie with Bruce Willis should be profitable, but the human side such as the writer of the script, and the director are also part of the equation.

This is very similar to how Scriptbook founder Nadira Azermai views technology. If you haven’t listened to our special interview with her, you can check it out below, but like these studios, she is fully embracing this technology. However, at the end of the day, technology is being used as a tool for decision-making, not a full-on replacement of the human element.

It’s always nice to have data as a tool, but it shouldn’t be the only tool. I have seen the influence of sabermetrics on professional baseball over the last few years and while they can be useful, just like with cinema and television, there is a gut feeling that at times, also needs to be considered.

How much influence do you think data should have one studio decisions? Let us know in the comments down below!

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Source: TheWrap

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