Data is driving studio decisions just as much as instinct in the era of Netflix and other streaming services, according to studio executives.

Paramount Motion Picture Group president Wyck Godfrey, IMAX Chief Marketing Officer JL Pomeroy and 20th Century Fox chief data strategist & head of media Julie Rieger spoke about the future of movies and marketing strategies at TheWrap’s annual media conference TheGrill, which took place at the SLS Hotel in Beverly Hills on Oct. 1 and Oct. 2.

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