Don't Kill the Messenger with Movie Strategist Kevin Goetz

• Troy and Mark Paul (Founders of SGG Media) on Rewriting Hollywood’s Marketing Playbook with Micro-Influencers and Studio Partnerships

  Send Kevin a Text MessageIn this episode of Don't Kill the Messenger, host Kevin Goetz explores the intersection of social media and film marketing with Troy and Mark Paul, the son and father duo behind SGG Media. Their innovative agency represents over 2,300 sports micro-influencers with a combined reach of 88 million followers, helping major studios navigate a sea change in content marketing. Once reliant on TV, radio, and outdoor advertising, studios and streamers now lean heavily into social media to connect with audiences, particularly the elusive 18-35 year old male demographic. SGG's network of passionate superfans creates authentic engagement in ways traditional advertising simply cannot.What Makes Micro-Influencers Different (03:10) Troy explains that SGG represents everyday superfans, not celebrities. These creators have built loyal, engaged communities around their passion for sports.The Origin Story: From NYU to Entrepreneurship (18:02) Troy shares how he identified an untapped opportunity during COVID-19: sports fans creating content with millions of impressions but no monetization strategy. His high school friend Joe Hayes, who had built a 150,000-follower account, became employee number one.A Father's Investment and Guidance (12:38) Mark discusses putting his money where his belief was, investing $1 million of the company's total $3 million raised capital, and how he and Troy have deferred compensation for two consecutive years to reinvest in growth.The Pizza Entrepreneur at Age 11 (25:55) Mark shares the story of Troy's first business venture: hiring runners to buy pizzas and reselling slices to lazy classmates.Authenticity Over Celebrity (36:39) Troy contrasts traditional influencer marketing with SGG's approach: their creators have smaller but deeply loyal audiences, creating authentic engagement rather than paid celebrity endorsements that feel like "cash grabs."Universal's Breakthrough Campaign (39:35) Troy details how Universal brilliantly marketed the Jordan Peele film Him by timing the trailer drop with the NFL Draft and having 400+ NFL accounts create organic debate and engagement.Amplification: A New Marketing Strategy (42:32) Troy reveals SGG's most powerful tool: having hundreds of micro-influencers repost studio content simultaneously, building the studio's own social presence while reaching targeted audiences.Troy and Mark demonstrate how understanding shifting media consumption, building authentic creator relationships, and targeting niche audiences can cut through today's marketing noise to reach a “holy grail” demographic.Host: Kevin GoetzGuests: Troy Paul, Mark PaulProducer: Kari CampanoWriters: Kevin Goetz, Darlene Hayman, and Kari CampanoAudio Engineer: Gary Forbes (DG Entertainment)For more information about Troy and Mark Paul:SGG Media: https://sggmedia.com/LinkedIn: https://www.linkedin.com/in/troy-paul-26a06198Instagram: For more information about Kevin Goetz:- Website: www.KevinGoetz360.com- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360- LinkedIn @Kevin Goetz- Screen Engine/ASI Website: www.ScreenEngineASI.com

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• Stacey Sher (Acclaimed Producer) on Pulp Fiction, Jersey Films, and Movies That Changed the Culture

  Send Kevin a Text MessageIn this episode of Don't Kill the Messenger, host Kevin Goetz sits down with two-time Academy Award-nominated producer Stacey Sher, the creative force behind some of Hollywood's most unconventional and influential films. From executive producing Pulp Fiction to producing Django Unchained, Out of Sight, Erin Brockovich, Get Shorty, Reality Bites, Man on the Moon, and The Hateful Eight, Stacey has built a career through her collaborations with visionary directors like Quentin Tarantino, Steven Soderbergh, and Danny DeVito. Her work demonstrates exceptional taste and the rare ability to bridge indie passion projects with mainstream success.Lessons from a Family Crisis (09:12) Stacey opens up about her personal life during her early career, how it informed her storytelling choices, and the impact it had on her perspective of Hollywood hierarchy and loyalty.Finding Great Material Through Unconventional Methods (16:03) Stacey reveals her mentor Lynda Obst's genius strategy of scouring "Filming in the Future" columns to identify scripts with great cast attachments, which led her to discover Reservoir Dogs and meet Quentin Tarantino.Warren Beatty's Career-Defining Question (27:44) At age 26, Warren Beatty asked Stacey what kind of movies she wanted to make, leading to his profound advice: "Do you want to have various children or marry various men? Because that's the same commitment you need to have to the movies that you make."The Birth of Jersey Films and Creative Freedom (28:15) How Stacey became a founding partner with Danny DeVito and Michael Shamberg, using their discretionary fund to make blind deals with emerging talent like Quentin Tarantino before he'd directed a single frame.Hollywood's Most Beloved Collaborators (35:11) Stacey shares insights on working with industry legends: Stephen Soderbergh, Julia Roberts, George Clooney, John Travolta's generosity, and Hillary Swank's determination to use her Oscar win to get Freedom Writers made.Django Unchained and Controversial Testing (41:03) Stacey shares the remarkable story of how Django Unchained tested similarly across demographic groups, including a screening in the Deep South.Stacey demonstrates how authentic relationships, unwavering taste, and commitment to meaningful stories can create a lasting impact on cinema and culture.Host: Kevin GoetzGuest: Stacey SherProducer: Kari CampanoWriters: Kevin Goetz, Darlene Hayman, Nick Nunez, and Kari CampanoAudio Engineer: Gary Forbes (DG Entertainment)For more information about Stacey Sher:Wikipedia: https://en.wikipedia.org/wiki/Stacey_SherIMDB: https://www.imdb.com/name/nm0792049/X: https://x.com/staceysher?lang=enFor more information about Kevin Goetz:- Website: www.KevinGoetz360.com- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360- LinkedIn @Kevin Goetz- Screen Engine/ASI Website: www.ScreenEngineASI.com

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• Dick Cook (Powerhouse Hollywood Executive & Former Studio Chief) on His Journey from Disney Ride Operator to Running Walt Disney Studios

  Send Kevin a Text MessageIn this episode of Don't Kill the Messenger, host Kevin Goetz sits down with Dick Cook, the former Chairman of Walt Disney Studios known as "the filmmaker's Chairman." From his humble start as a Disneyland train operator to running one of Hollywood's most successful studios, Dick shares how his Bakersfield roots and team-oriented leadership helped deliver some of Disney's most loved and profitable films, including Finding Nemo, The Lion King, National Treasure, and Pirates of the Caribbean.From Bakersfield to Disneyland (01:42) Dick shares how a 17-year-old with railroad experience landed a job operating Disney's steam train and monorail, setting the stage for an extraordinary career journey.Small-Town Values in Hollywood (06:10) Growing up in Oildale, California, Dick explains how losing his father at 12 and his mother's dedication to baseball helped shape his character.The Disruption Era (12:38) Dick discusses joining Disney during the home video and pay television revolution, when many thought it would kill the theatrical business.Learning from Legends (17:25) Dick shares insights from working with Disney visionaries like Jeffrey Katzenberg, Michael Eisner, and Card Walker.Convincing Eisner on Pirates (20:43) The inside story of how Dick had to sell Michael Eisner on Pirates of the Caribbean, an expensive pirate movie with an arthouse actor that became a massive franchise.The Team Philosophy (32:33) Dick emphasizes how success came from building loyal teams and treating the movie business as "a game" - serious work that he genuinely loved doing with people he cared about.Green-Lighting Lessons (35:54) Dick walks through his decision-making process for approving films, from budget considerations to the ancillary market.Remembering The Alamo (37:37) A candid discussion about one of his biggest missteps, how killing the protagonist at the end of the second act doomed The Alamo, and why pre-green-light audience testing might have caught the flaw.Friday Night Phone Calls (40:44) Dick recalls the excitement of Splash's surprising opening weekend success, when hand-calculated box office numbers seemed too good to believe.Dick demonstrates how humility, small-town decency, and collaborative leadership can drive Hollywood success while maintaining his integrity.If you enjoyed this episode, please leave us a review and share it with others. We look forward to bringing you more behind-the-scenes revelations next time on Don't Kill the Messenger.Host: Kevin GoetzGuest: Dick CookProducer: Kari CampanoWriters: Kevin Goetz, Darlene Hayman, and Kari CampanoAudio Engineer: Gary Forbes (DG Entertainment)For more information about Dick Cook:Wikipedia: https://en.wikipedia.org/wiki/Dick_CookIMDB: https://www.imdb.com/name/nm1693424/bio/LinkedIn: For more information about Kevin Goetz:- Website: www.KevinGoetz360.com- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360- LinkedIn @Kevin Goetz- Screen Engine/ASI Website: www.ScreenEngineASI.com

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• Basil Iwanyk (Acclaimed Producer & Former Studio Exec) on Jersey Grit, Building Thunder Road Films, and Mastering Independent Producing at Scale

  Send Kevin a Text MessageIn this episode of Don't Kill the Messenger, host Kevin Goetz sits down with Thunder Road Films founder Basil Iwanyk, the producer behind some of the most engaging films of the last two decades. From The Town and Sicario to the game-changing John Wick franchise, Basil's films have redefined modern action cinema while earning over $2 billion worldwide. He shares how his New Jersey roots, immigrant family values, and tireless work ethic shaped his approach to filmmaking.Jersey Roots and the Chip on His Shoulder (02:18) Basil reveals how growing up in Teaneck, New Jersey as a first-generation American gave him the work ethic that drives his career.Breaking Into Hollywood (06:33) Basil shares his unconventional path into the mailroom and promotion to Warner Bros executive.Warner Bros Years and Learning the Business (13:11) Basil discusses his six-year stint as a creative executive, working on films like Ocean's Eleven, Training Day, and the infamous Wild Wild West. He credits mentors like Courtenay Valenti and Lorenzo di Bonaventura for shaping his career.The Move to Producing (18:04) Basil shares his reasons for leaving Warner Brothers for the uncertainty of producing, first at Intermedia, where he learned international financing, then founding Thunder Road Films.Budgeting Disasters and Hard Lessons (23:10) Basil opens up about expensive mistakes like Seventh Son and Gods of Egypt, explaining how projects can spiral from modest concepts into bloated productions.The John Wick Phenomenon (33:36) The story of how a $15,000 script about a 75-year-old man became Keanu Reeves' career-defining franchise.Audience Testing The Town and Sicario (41:51) Kevin and Basil share how The Town found its stride by focusing on its core audience and owning its identity as a gangster tale, and how Sicario proved that a film’s most shocking moment can become an audience favorite.Moving Back Home and Thunder Road Books (48:37) Basil's decision to leave LA for Spring Lake, New Jersey, and open an independent bookstore as a way to give back to his community and inspire the next generation.Basil demonstrates how authentic storytelling, a relentless work ethic, and staying true to your vision can create lasting cinema.If you enjoyed this episode, please leave us a review and share. We look forward to bringing you more behind-the-scenes revelations next time on Don't Kill the Messenger.Host: Kevin GoetzGuest: Basil IwanykProducer: Kari CampanoWriters: Kevin Goetz, Darlene Hayman, Nick Nunez, and Kari CampanoAudio Engineer: Gary Forbes (DG Entertainment)For more information about Basil Iwanyk:Wikipedia: https://en.wikipedia.org/wiki/Basil_IwanykIMDB: https://www.imdb.com/name/nm0412588/Thunder Road Films: For more information about Kevin Goetz:- Website: www.KevinGoetz360.com- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360- LinkedIn @Kevin Goetz- Screen Engine/ASI Website: www.ScreenEngineASI.com

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• Donald Petrie (Veteran Movie and Television Director) on Comedy Directing, Family Legacy, & the Power of Audience Testing

  Send Kevin a Text MessageIn this episode of Don't Kill the Messenger, host Kevin Goetz welcomes director Donald Petrie, the American Film Institute Fellow whose romantic comedies have grossed hundreds of millions worldwide. From launching Julia Roberts in Mystic Pizza to directing Sandra Bullock in Miss Congeniality and pairing Jack Lemmon with Walter Matthau in Grumpy Old Men, Donald has helmed some of Hollywood's most beloved films. Donald shares how he transformed from actor to director while maintaining the family tradition of integrity and craftsmanship.The Petrie Family Legacy (04:48) Donald reveals how his parents instilled respect for talent and collaboration, moving the family wherever his father was filming rather than using nannies. Discovering Julia Roberts (08:49) Three weeks before shooting Mystic Pizza, Donald found his perfect Daisy - a young actress who could be both brazen and vulnerable. He recalls the moment Julia Roberts auditioned and how he immediately knew she was the one.Emmy Nomination at 26 (13:13) Donald discusses how directing the famous "Venus Butterfly" episode of LA Law earned him an Emmy nomination and changed his career trajectory, leading to feature film offers.Grumpy Old Men Magic (18:16) Donald shares behind-the-scenes stories of directing Jack Lemmon and Walter Matthau, including Matthau's direction philosophy and how the legendary duo grounded each other's performances.The Test Screening Revelation (25:23) A crucial lesson from Grumpy Old Men: Donald explains how the original opening killed the comedy and why he learned to signal to audiences that "it's okay to laugh."Miss Congeniality's Secret Formula (35:33) Donald reveals his pitch that transformed the pageant comedy.The Power of Audience Testing (42:01) Donald advocates for test screenings, explaining how audience feedback helped him completely restructure Grumpy Old Men's opening and Miss Congeniality's ending.Donald demonstrates how family values, collaborative spirit, and respect for the audience can create lasting entertainment. His insights into comedy directing, star discovery, and the creative process offer valuable lessons.If you enjoyed this episode, please leave us a review and share. We look forward to bringing you more behind-the-scenes revelations next time on Don't Kill the Messenger.Host: Kevin GoetzGuests: Donald PetrieProducer: Kari CampanoWriters: Kevin Goetz, Darlene Hayman, and Kari CampanoAudio Engineer: Gary Forbes (DG Entertainment)For more information about Donald Petrie:Wikipedia: https://en.wikipedia.org/wiki/Donald_PetrieIMDB: https://www.imdb.com/name/nm0677953/For more information about Kevin Goetz:Website: www.KevinGoetz360.comAudienceology Book:For more information about Kevin Goetz:- Website: www.KevinGoetz360.com- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360- LinkedIn @Kevin Goetz- Screen Engine/ASI Website: www.ScreenEngineASI.com

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