“It’s so hard to get movies made, and in these big movies that get made — and it’s even starting to happen with the little ones, which is what’s really freaking me out — decisions are being made by committees, and art does not do well when it’s made by committee,” she added. “Films are made by a filmmaker and a team of artists around them. You cannot make art based on numbers and algorithms. My feeling has been for a long time that audiences are extremely smart, and executives have started to believe that they’re not. Audiences will always be able to sniff out bullshit. Even if films start to be made with AI, humans aren’t going to fucking want to see those.”
I attended a conference where a former 20th Century-Fox executive talked about the way she meddled in the trailer process with technology. It’s all about numbers and metrics – if enough people, in the right demographics, didn’t watch the whole trailer on YouTube, they’d cut the next trailer to cater to that group. Even if it wasn’t a great representation of the movie; her bonus depended on people watching the trailer.