How Tech Could Help Creators Look Before They Leap

How Tech Could Help Creators Look Before They Leap

By Rob Enderle

Aug 14, 2017 11:08 AM PT

It is summer — a time when a lot of us get to see new movies, many of which totally suck. The folks who made The Emoji Movie apparently were worried about its Rotten Tomatoes score (it had earned a 0 percent rating at one point, based on a scattering of early reviews), so they
stopped critics from publishing further reviews until just before previews began running. The result was a great opening day, but attendance fell off sharply because, well, the movie sucked.

It would seem to me, from an analyst’s perspective, that it would be far better to figure out how to make movies that don’t suck than to come up with creative ways to get people to see movies they won’t like. The issue is that directors and studios seem to be more focused on deadlines than on quality, but that reminds me of the old bicycle joke: A girl sees her friend walking his bike to school. She asks why, and he says he is late and doesn’t have time to mount the bike.

A derivative of the technology that we should — but generally don’t — use when we are building or remodeling a home could fix this. Filmmakers could emulate a movie fully — before even choosing the actors — and then test the result. So, why don’t they?

I’ll close with my product of the week: a new heads-up display for motorcycle riders that could provide the same kind of voice-activated capabilities now available in a high-end car.

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