With the introduction of digital tools has come an explosion of production data, all in silos. Making effective use of this data for reporting and later re-use can take time and effort away from film production, introduce security risks and leave key data inaccessible to those who need it. Production teams need a new approach to bringing the data together. Using a new “smart content” approach, pioneers in production management are able to bring together this data and put it into action. This article will review the state of production data and highlight the impact of a new approach to leveraging this valuable data.