George Lucas has Hollywood-aligned views when it comes to focus groups and test screenings. The “Star Wars” creator, who exited the series in 2012 after selling Lucasfilm to Disney in a $4 billion deal, recently told A Rabbit’s Foot (via IGN) that Hollywood’s over-reliance on focus groups is creating studio films that are dictated entirely by fans rather than filmmakers.
“I don’t like focus groups,” Lucas says. “Audiences don’t know what they want to see. If they don’t like a character, that’s interesting, and as a filmmaker I want to know why. But when studios hear that, they get the wrong message. They don’t actually let audiences make movies. Of course, I’m obsessed with it now. It’s not about what the fans think. It’s about finding people who know how to make a movie and have a story to tell and are passionate about it.”
“You go to the movies because the story moves you emotionally,” Lucas added of what should guide the film in development. “Art is an emotional medium.”
Focus groups and test screenings have become routine steps in the studio filmmaking process. Maggie Gyllenhaal is notable for revealing that she did a test screening of “The Bride” earlier this year. She was tasked with the film’s depiction of violence and sexual violence. Director James Gunn test-screened “Superman” and found that audiences objected to the moment when David Corenswet’s “Man of Steel” decides to save Squirrel while Metropolis is being attacked by rampaging monsters. Gunn refused to listen.
“We showed it to the audience to test it, and some people didn’t like the squirrel,” Gunn told Rolling Stone. “They’re like, ‘Why does he save the squirrel? Why does he take the time to save the squirrel?'” There was a cut of that, and I was like, “I really miss the squirrel.” He has to save the squirrel. ” Then there was the geographic problem of where he would end up if he didn’t fly up with the squirrels. So I put the squirrel back, despite the protests of some of the crew members. ”
Lucas’ interview with A Rabbit’s Foot also included his thoughts on AI. Like other blockbuster directors like Peter Jackson, the Star Wars visionary sees AI in a more positive light when it comes to filmmaking.
“Artificial intelligence has made it much easier for us to make movies,” Lucas said. “It’s like sitting here and saying, ‘Well, I think horse-drawn carriages are really where they’re supposed to be. These cars break down, they need gas, they have all kinds of problems, and soon they’re going to be converted into tanks, and they’re going to kill people. That’s terrible.’ There’s nothing you can do about it. It’s progress, it’s the future.”
Lucas acknowledged that there are risks with AI, but there are also solutions. He added: “If you want AI to tell you when something is fake and where it came from, AI can do that.” “Humans can’t do that. We’re not that smart. The whole idea is that you’re a human being and you’re responsible for what you say and do, and if you’re doing something illegal you should be punished for it. You should be recognized for whatever you do. It’s just like real life.”
To read the full interview with Lucas, visit the A Rabbit’s Foot website.
