The Power Play: When Instinct Meets Data in the Film Industry
There’s something deeply intriguing about the way the film industry grapples with the trifecta of power, people, and data. At this year’s Locarno Pro, part of the storied Locarno Film Festival, a panel of industry heavyweights debated the order and relationship between these three forces. What emerged wasn’t just a discussion—it was a revelation of how deeply divided we are in our approach to creativity, decision-making, and success.
The Order of Things: A Matter of Perspective
One thing that immediately stands out is how differently people prioritize these elements. Doris Ruth Eikhof, CEO of Design Otherwise, argued for power, data, people. Her reasoning? Power structures and the narratives we build around them (which data essentially represents) shape the space where people can thrive. Personally, I think this perspective is both pragmatic and a bit cynical. It suggests that individuals are secondary to the systems they operate within—a view that, while not entirely wrong, feels somewhat disempowering.
Andrea Occhipinti of Lucky Red flipped the script, placing people first. For him, judgment, sensitivity, and experience are the bedrock of decision-making. Power and data come later, as tools to navigate the industry. What makes this particularly fascinating is how it aligns with the romanticized image of the film industry—a place where passion and intuition still hold sway. But is this sustainable in an increasingly data-driven world?
Yasmine Talli of mk2 Films offered a third take: people, data, power. Her argument is that data is the currency people use to maintain power. From my perspective, this feels like a more nuanced view, acknowledging the interplay between human agency and systemic forces. It’s a reminder that data isn’t just numbers—it’s a tool wielded by people to assert influence.
Conviction vs. Data: The Eternal Debate
What many people don’t realize is how much the film industry still relies on gut instinct. Occhipinti’s examples of Ida and Moonlight are perfect illustrations. These films, on paper, seemed like risky bets. Yet, Lucky Red’s conviction in their artistic merit paid off. If you take a step back and think about it, this raises a deeper question: Can data ever truly capture the intangible qualities that make a film great?
Talli’s approach at mk2 is more balanced. They lean on emotion and taste but also scrutinize a director’s track record, festival presence, and cast. This hybrid model feels like the future—a marriage of art and analytics. But here’s the kicker: even their process is deeply collaborative, involving a pool of readers and acquisitions teams. What this really suggests is that, despite the rise of data, the human element remains irreplaceable.
The Data Dilemma: Fear, Lies, and Control
Stephen Follows’ presentation at the StepIn kick-off event added another layer to this discussion. His data points about nepo babies and the profitability of indie films were eye-opening. Personally, I think his work highlights a troubling reality: the film industry is far less meritocratic than we’d like to believe. Data, in this context, isn’t just a tool—it’s a mirror reflecting uncomfortable truths.
But here’s where it gets interesting: data can also be a weapon. It can justify decisions, marginalize voices, or perpetuate biases. A detail that I find especially interesting is how Occhipinti and Talli both acknowledge the limitations of data. They use it, but they don’t let it dictate their choices. This raises a broader question: In an era of algorithms and analytics, how do we ensure that creativity isn’t sacrificed at the altar of efficiency?
The Human Factor: Why It Still Matters
If there’s one takeaway from the Locarno Pro panel, it’s this: the film industry is, at its core, a human endeavor. Whether you prioritize power, people, or data, the decisions that shape cinema are ultimately made by individuals with their own biases, experiences, and convictions.
In my opinion, the tension between data and intuition is what makes this industry so compelling. It’s a constant negotiation between what we know and what we feel. And while data can provide clarity, it’s the human element—the willingness to take risks, to trust one’s instincts, to defy the odds—that truly drives innovation.
Looking Ahead: The Future of Film
As we move further into the digital age, the role of data will only grow. But here’s what I’m curious about: Will the industry lean too heavily on analytics, losing the magic that comes from taking a leap of faith? Or will it find a way to balance the two, using data to inform rather than dictate?
One thing is certain: the debate between power, people, and data isn’t going away anytime soon. And that’s a good thing. Because it’s in these conversations, these disagreements, that we find the spark of progress.
So, the next time you watch a film, ask yourself: Was it the result of cold, hard data, or the passion of a few believers? The answer might just surprise you.
