Andy Marx (Award-Winning Writer & Photographer) on the Beginnings of Film Testing

Send Kevin a Text Message Kevin is joined by Andy Marx, an award-winning writer and photographer, to share stories about old Hollywood, writing for Variety, and tales from growing up with Hollywood royalty. Andy Marx is a writer, producer, composer, musician, and an extraordinary artist & photographer. He is the grandson of famed television and film actor Groucho Marx of the Marx Brothers, and songwriter Gus Kahn whose hits include It Had to be You, Dream a Little Dream, and Makin’ Whoopee . Andy's work has appeared in Variety, The Los Angeles Times, and Entertainment Weekly, among others. He is also the co-founder of the comedy website, Hollywood & Swine, and author of the book, Royalties , a multi-generational, historical romance is based on the lives of his grandfathers, Groucho Marx and Gus Kahn. The start of audience testing and research from the perspective of a young journalist (3:46) Andy shares his fascination with audience testing, and the fascination with early box office returns in the 1980s among journalists and publicists. Andy and Kevin also touch on the earliest type of audience screening where stars like Chaplin, Buster Keaton, and Harold Lloyd would take comedic sequences to Hollywood Boulevard to test them with audiences. Growing up with Groucho (7:52) Andy discusses his childhood and his relationship with his grandfather, Groucho Marx. He shares inside stories about how he became, with a nudge from Jack Nicholson, the head archivist for Groucho’s hit show, You Bet Your Life . Audience test screening in early Hollywood (15:47) The Marx Brothers’ A Night at the Opera is one of the Marx Brothers’ all-time classic comedies. Andy tells an amazing story about how it had a terrible initial screening, but due to some brilliant behind the scenes maneuvering and a quick change of venue, the screening was saved. Andy and Kevin discuss the timeless lesson of the importance of screening with the right audience. Creative vision and the testing process (22:42) Kevin and Andy discuss how the Director’s creative vision can either hurt or help the audience testing process. They delve into the difference between modern-day movie blockbuster projects and how those differ from the old Hollywood studio system. Hollywood and Swine (36:36) Andy and his writing partner, Will McArdle, were responsible for the anonymous website, Hollywood and Swine, where they lampooned Hollywood with articles like Starbucks Bans Screenwriters From All 19,435 Locations Worldwide; Writers Guild of America Vows to Fight the Decision. Andy shares stories from writing parody, and how he doesn’t think he could get away with it today. It Had to be You (41:54) Andy sings and plays ukulele as he takes us out with one of his Grandfather Gus Kahn’s hits, It Had to be You . Join Kevin and his guest, Andy Marx, and learn about the history of Hollywood and audience research, and enjoy some insider stories on Kevin's po 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