CinemaScore is a market research firm based in Las Vegas, NV that surveys public film audiences for their personal ration and viewing experiences by grading the film with a letter grade. They then report the results of the surveys and forecast box office receipts based on the data found.
I attended the opening night for the film Shrek: Happily Ever After in a local theatre in London. Since it was the debut of the film in the UK I was asked to fill out a CinemaScore card. The card asked the viewer to tear out one of the answers provided for each question. The questions were “Would you buy this movie on DVD or VHS?”, “Would you rent this movie on DVD or VHS?” and “Reason for attending the film.” The card also asked the viewer to grade the film on an A-F letter scale, and for the viewer’s gender and age.
Data from 1999 says that CinemaScore was reviewing approximately 140 films a year, including about 99% of major studio releases. For each film 400 to 500 moviegoers were polled in three of CinemaScore’s 15 sites.
Information found http://en.wikipedia.org/wiki/CinemaScore
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