Recalcitrant audiencing

Between analytics and creative practice in the film industry

Dados Bibliográficos

ID7151069
AutoresJohan Irving Søltoft (0000-0002-3076-0575, Technical University of Denmark, autor correspondente), Anders Kristian Munk (0000-0002-5542-3065, Technical University of Denmark)
Ano2025
Volume31
Fascículo6
Páginas1832-1846
Data de publicação2025-12-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoConvergence The International Journal of Research into New Media Technologies (JOURNAL)
Identificadores do periódicoISSN: 1354-8565 • E-ISSN: 1748-7382
EditoraSAGE Publications Inc (PUBLISHER)
DOI10.1177/13548565251340869
OpenAlexW4410447649
IdiomaEN
Citações recebidas2
Referências citadas31

This article examines how audience analytics in filmmaking have evolved with digital platforms and AI, impacting creative decisions from concept to production. Through a case study of a Danish consultancy working at the intersection of data analytics and film production, we explore how audience insights are mobilized in creative processes. We propose the term recalcitrant audiencing to describe a mode of audience analytics that challenges filmmakers’ assumptions rather than offering definitive representations of the audience. Our findings show that such practices create a narrative space for renegotiation and disruption, highlighting the nuanced role of algorithms as tools that can elicit rather than dictate creative processes. Rethinking audiencing in this way demonstrates how AI can be integrated with qualitative methods to co-imagine multiple potential audiences for a cultural product still in the making

Analytics · Art · Business · Data science · Film industry · Movie theater · Visual arts · Art History and Market Analysis · Cinema and Media Studies · Computer Science · Data Visualization and Analytics