With ticket sales declining and streaming services rising, Matthew Weisbecker is looking to data for his box office solution.

During his presentation at Variety‘s Innovate Summit, the senior vice president for sports and entertainment partnerships at Conversant Media, explained how studios can use data to better identify target audiences while also pushing them to the box office.

“I think this is a game changer in the sense that this is not replacing what studios do,” Weisbecker told Variety‘s Andrew Wallenstein. “I’m not suggesting people don’t spend money on television or abandon all the marketing tactics that are obviously driving a great summer box office. It’s more around how to create more efficiencies in what you’re doing.”