Among many other prominent positions, John Hegeman is the former President of Orion Pictures, COO of Fox Atomic, CMO of Lionsgate and now Chief Creative Officer of Wayward Entertainment. In this wide-ranging conversation, we explore the evolution of research  techniques to launch movies and TV shows, John's tips for career success,  streaming vs in-cinema, the role of AI and key digital marketing metrics to track.  This episode is brought to you by Vault AI.   Visit www.info.vault-ai.com to understand how ML can unlock the power of your content.  In this episode we cover: Tips for success in the entertainment industryEvolution of research in moviesHelping creative execs with dataWhat digital metrics should you look for in a campaignConnecting upper funnel with sell-throughUsing AI to identify hits and break down research silosHow Wayward is navigating disruptionAre movies in cinemas going to come back?And John's book recommendation.... THE WORLD ACCORDING TO GARP - John Irving.  Follow FutureView on Twitter at https://twitter.com/FutureView7