They Read Minds, Don’t They?


Still from Casablanca. Bogey and Bacall are ready to kiss.

The horror of the quantified audience The cinema is on the deserted outskirts of Pinewood Studios. It's a wet and windy day — not unusual for England in late summer — and I'm here to take a look at the future of audience test screenings. My friend, Ross, has asked me to take a test drive of his company's newest way of destroying artistic integrity helping movie studios connect better with their audiences. Thursday mornings aren't my preferred time to sit on a cheap polyester chair and tip my …

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