ABSTRACT
The well-known screenwriter William Goldman famously described the modus operandi of the movie industry as “nobody knows anything.” This implies that the movie industry is unpredictable, and therefore gut feeling should be at least as good as data-based decision making. This chapter will try to summarize work that others and I have done over the last decade and a half towards debunking the “nobody knows anything” mantra which research seems not to support.
