Success in the movie industry relies on a studio's ability to attract moviegoers--but that's sometimes easier said than done. Moviegoers are a diverse group, with a wide variety of interests and preferences. Historically, movie studios have relied heavily on experience when deciding to invest in a particular script--but this can lead to huge risks, particularly when investing in new, original stories. The iterative and complex process of matching stories and audiences is something that Julie Rieger, President, Chief Data Strategist and Head of Media, and Miguel Campo-Rembado, SVP of Data Science, together with their team of data scientists at 20th Century Fox, decided to clarify with data. Understanding the market segmentation of the movie-going public is a core function of movie studios.