The Power Play: When Instinct Meets Data in the Film Industry
There’s something undeniably captivating about the way the film industry grapples with its own contradictions. At the recent Locarno Pro panel, the discussion wasn’t just about power, people, and data—it was about the order in which we prioritize them. And let me tell you, the answers were as varied as the films themselves.
The Order of Things: A Matter of Perspective
One thing that immediately stands out is how deeply personal this question is. Doris Ruth Eikhof, CEO of Design Otherwise, placed power first, followed by data, and then people. Her reasoning? Power structures and the narratives we build around them (which she equates with data) shape the space where people can thrive. Personally, I think this is a bold take—it suggests that systemic change must precede individual success. But what many people don’t realize is that this perspective flips the traditional focus on individual agency on its head. It’s a reminder that the systems we operate within often dictate our outcomes more than we’d like to admit.
Andrea Occhipinti, founder of Lucky Red, took the opposite approach: people first, then power, and finally data. His emphasis on judgment, sensitivity, and experience as the driving forces behind film decisions feels almost romantic in an era dominated by algorithms. From my perspective, this highlights a tension that’s been brewing in the industry for years—the battle between intuition and analytics. Occhipinti’s examples, like backing Ida or Moonlight despite their “unmarketable” qualities, are a testament to the power of conviction. But here’s the kicker: even Lucky Red uses data, just not in the way you’d expect. They test audience reactions, which is data in its rawest form. This raises a deeper question: Can data and instinct coexist, or are they fundamentally at odds?
Yasmine Talli of mk2 Films offered a third perspective: people, data, power. Her argument that people need data to maintain power feels pragmatic, almost cynical. What this really suggests is that in an industry where influence is currency, information is the ultimate tool. But what makes this particularly fascinating is how it contrasts with Occhipinti’s view. While he sees data as a secondary tool, Talli places it at the heart of power dynamics. If you take a step back and think about it, this divergence reflects broader industry trends—some players lean into data-driven decision-making, while others resist it.
Conviction vs. Algorithms: The Eternal Debate
The panel’s discussion on decision-making was where things got really interesting. Occhipinti’s assertion that Lucky Red doesn’t rely on algorithms to choose films is both refreshing and provocative. In an age where streaming platforms like Netflix and Amazon Prime are synonymous with data-driven content, his approach feels almost rebellious. But here’s the thing: it works. Films like Ida and Moonlight weren’t just critical darlings—they proved that sometimes, the human element can outsmart the numbers.
Talli’s approach at mk2 is more nuanced. While they prioritize emotion and taste, they also rely on comparables and market data. A detail that I find especially interesting is their focus on a director’s track record and festival presence. It’s a blend of art and science, a recognition that while data can’t predict genius, it can mitigate risk. What many people don’t realize is that this hybrid model is becoming the industry standard. Studios and distributors are increasingly using data to inform, not dictate, their decisions.
The Bigger Picture: What This Means for the Future
If there’s one takeaway from this panel, it’s that the film industry is at a crossroads. On one hand, data is more accessible than ever, offering insights that were unimaginable a decade ago. On the other, there’s a growing pushback against its dominance, a reminder that filmmaking is, at its core, a human endeavor.
Personally, I think the future lies in finding a balance. Data can help us understand audiences, but it can’t replace the spark of creativity. What this panel really highlights is the importance of perspective. Whether you prioritize power, people, or data, your order of things says a lot about your values—and your vision for the industry.
Final Thoughts
As I reflect on the Locarno Pro discussion, I’m struck by how much it mirrors the films we love. Just like a great movie, the industry is complex, contradictory, and deeply human. The debate over power, people, and data isn’t just about buzzwords—it’s about the very soul of filmmaking. And in that sense, the order doesn’t really matter. What matters is that we keep asking the question. Because in that inquiry lies the possibility of progress, innovation, and maybe even a little magic.
