After noting the steady downward trend in the quality of movies hitting the multiplexes for the past couple of years, it's my guess that planning might be the direct culprit. Maybe they don't call themselves planners, and maybe instead of saying it was planning, maybe I should say it's bad planning. I can only imagine that these major studios have hired some kind of research goons to figure out how to make a buck by making the movie that John Q. America wants to see. I can almost visualize the questionnaire that certainly would have questions like:
On a scale of 1-5, what makes your loins tingle at the movies:
From these kinds of things, you can tell what a consumer thinks that they like, but honestly, most people don't know what they would like. Henry Ford once said "If I asked the consumer what they wanted, they would've asked for a faster horse." There are a lot of planners that would take offense to that quote, but it's true, and I think it's what truly separates planning from research. Digging up data is easy, anyone can learn to do it. Digging up data and then coming up with intriguing ideas is where the meat of the discipline lies. In my limited experience I've found that at their most useful planners are idea people … and at their least useful, planners are just researchers. Anyways, if this is actually taking place in the movie industry, I hope they get their act together soon. I like going to the movies.