We have increasingly smart, surveillant persuasion architectures. Architectures aimed at persuading us to do something. At the moment it’s clicking on an ad. And that seems like a waste. We’re just clicking on an ad. You know. It’s kind of a waste of our energy. But increasingly it is going to be persuading us to support something, to think of something, to imagine something.
I’ve always been really interested in this idea of whether or not we can predict hits. You speak to anyone who works in the entertainment industry, and everyone has their was stories of that film they were sure was going to become a hit which somehow became a miss. There are niche films which appeal to everyone, and perhaps more likely, films that are designed to appeal to everyone which somehow appeal to no one.