Peter Chernin on decision making

About Peter Chernin

Peter Chernin discussed the lengthy development of the film "Ford v Ferrari," noting that it took about 15 years to make and that actors Tom Cruise and Brad Pitt were at various points attached to the project. He described the process of trying to line up actors, a director, a studio, and financing as a challenge of getting them all to align at the right time. Chernin stated that when he greenlit the film, it was the most expensive movie ever made and went $105 million over budget. He also reflected on the subjective nature of filmmaking, saying that one's own gut feeling is the one thing known objectively in a subjective process. In a 2016 keynote conversation with AT&T Entertainment Group CEO John Stankey, Chernin discussed the transition of content distribution to mobile platforms, calling it "the first inning of one of the great transitions in the history of the media business." He noted that the average American watches seven to eight hours of television a day, a figure he said is up 50% in the last 10 to 15 years, partly due to mobile viewing. Chernin argued that in an era of greater consumer choice, "the middle is dead" and that content creators are now in the "attention-getting business." He also said that 75 to 80% of Millennials have no tolerance for traditional advertising, but 50% will watch a message from an influencer they trust. Chernin described the challenge for big media companies as "almost entirely psychological and emotional," requiring them to maximize existing businesses while building new ones faster than the old ones decay.

Profile compiled from Peter Chernin's verified public interviews and appearances. See all quotes & transcripts →