Magazine article Screen International

Online Revolution: C4

Magazine article Screen International

Online Revolution: C4

Article excerpt

After 15 years in the entertainment research game, including years spearheading OTX and Motion Picture Group, Vincent Bruzzese created C4 last year, convinced that the film industry remains behind the curve when it comes to understanding consumers. The company, which is backed by the film producer Michael Benaroya, brings a Silicon Valley 'big data' sensibility to the business of script analysis, screening research, tracking and advertising testing.

"I don't believe that one can apply an algorithm to art," says Bruzzese, "but I do believe that the expectations and demands of audiences can be predicted at early stages in the film's development. People consciously and subconsciously have expectations from the genre/sub-genres of content that they enjoy. And as such, these triggers need to be met/exceeded, however the film-maker wants to accomplish this, creatively. …

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