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 interplay of these three forces. What emerged wasn’t just a discussion—it was a revelation about how deeply divided the industry is on what truly drives 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 environment in which people can thrive. Personally, I think this perspective is both pragmatic and a bit cynical. It suggests that without addressing systemic power imbalances, data and people are secondary—a sobering thought in an industry often accused of gatekeeping.
Andrea Occhipinti of Lucky Red flipped the script, placing people first. His emphasis on judgment, sensitivity, and experience as the bedrock of decision-making feels almost romantic in an era dominated by algorithms. What makes this particularly fascinating is how he’s proven that conviction can trump data. Films like Ida and Moonlight, which defied conventional metrics, became cultural touchstones. If you take a step back and think about it, this is a powerful reminder that art often thrives in the gaps data can’t measure.
Yasmine Talli of mk2 Films offered a third path: people, data, power. Her argument that data is a tool for maintaining power feels both strategic and realistic. What many people don’t realize is that data isn’t neutral—it’s shaped by the questions we ask and the biases we bring. Talli’s approach highlights how data can be weaponized to consolidate influence, a dynamic that’s as old as Hollywood itself.
Conviction vs. Algorithms: The Eternal Debate
The panel’s discussion on decision-making was where things got really juicy. Occhipinti’s admission that Lucky Red relies heavily on instinct rather than algorithms is a breath of fresh air in an industry increasingly obsessed with predictability. In my opinion, this is where the magic of cinema lies—in those intangible moments that defy quantification.
Talli’s approach at mk2 is more nuanced. While they value human intuition, they also lean on data points like a director’s track record or festival history. What this really suggests is that even in an industry built on creativity, risk mitigation is never far from the surface. A detail that I find especially interesting is their use of “comparables”—films that aren’t necessarily similar in story but in market potential. It’s a clever way to balance art and commerce, though it raises a deeper question: Are we losing originality in the pursuit of safety?
The Data Dilemma: Truth or Illusion?
Stephen Follows’ presentation, Fear, Lies, and the Illusion of Control, added another layer to the conversation. His data-driven revelations—like the prevalence of “nepo babies” in top-grossing films or the low profitability of indie films—were eye-opening. But what struck me most was the tension between data as a tool for transparency and data as a mask for uncomfortable truths.
From my perspective, the film industry’s relationship with data is deeply ambivalent. On one hand, it’s a way to democratize access and challenge entrenched power structures. On the other, it can reinforce biases and stifle creativity. This raises a broader question: Are we using data to innovate, or are we using it to justify the status quo?
The Human Factor: Irreplaceable and Unpredictable
What this panel ultimately highlighted is the irreplaceable role of human intuition in an increasingly data-driven world. Whether it’s Occhipinti’s gut feeling about a film or Talli’s collaborative decision-making process, people remain at the heart of the industry.
But here’s the kicker: as AI and algorithms continue to infiltrate filmmaking, this human element is under threat. Personally, I think the industry is at a crossroads. Will we double down on what makes cinema unique—its unpredictability, its emotional depth—or will we surrender to the siren call of certainty?
Final Thoughts: The Future of Film in a Data-Driven World
If there’s one takeaway from Locarno Pro, it’s this: the film industry is in the midst of an identity crisis. Power, people, and data are no longer separate entities—they’re intertwined in ways that are both exciting and unsettling.
As someone who’s watched this industry evolve, I’m both hopeful and wary. Hopeful because there are still visionaries like Occhipinti who believe in the power of instinct. Wary because the pressure to conform to data-driven norms is stronger than ever.
In the end, the question isn’t just about the order of power, people, and data. It’s about what kind of industry we want to build. One that prioritizes profit and predictability? Or one that embraces risk, creativity, and the unpredictable beauty of human storytelling?
The choice, as always, is ours.
