The present invention extends to methods, systems, and computer program products for using cinematic techniques to present data. Embodiments of the invention can be used to infer and generate cinematic techniques or combinations thereof based on a model and user action. Cinematic techniques can be used to meet the data exploration and analysis requirements of a user. As such, embodiments of the invention permit users (including non-programmers) to employ cinematic techniques (possibly in combination with other techniques) to gain insights into their data and also convey appropriate emotional messages.