Actors aren’t necessarily always worth their quotes. Sometimes an actor brings more to a project, and sometimes their involvement in a particular project actually loses that film money. While Cameron Diaz may work phenomenally in Bad Teacher, her involvement could, hypothetically, actually take money away from a project like Pacific Rim, relative to the baseline.

Piedmont can test audience response to specific actors’ involvement to potential projects, to help make smarter overall investment decisions. By comparing the Consumer Engagement score of a film both with and without actors’ names attached, the company quantitatively tests the benefit or harm an actor will bring to a particular film.

Once these numbers are formulated, the company is then able to financially model the specific dollar amount any given actor is actually worth in any particular project.