Secret Marketer: Despite our obsession with tech it often seems like we know nothing

One of best books about Hollywood is ‘Adventures in the Screen Trade’ in which the screenwriter William Goldman asserts that “nobody knows anything”.He was referring to the fact that despite their market research, gut instinct and experience, no one in Hollywood has any idea how well a film will do before its release. He gives the example of one of the highest grossing films of all time – Raiders of the Lost Ark. It was turned down by every studio except Paramo