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Cinemascore and exit polling in Hollywood: what is it?

9 May 2016 1:33 PM, PDT | Den of Geek | See recent Den of Geek news »

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If a film gets a Cinemascore of B or C, it's often classed as a disappointment. But what is a Cinemascore?

The process of marketing a movie is now an operation that lasts many months across all sorts of media, from bus stop posters to social media campaigns, all in pursuit of making sure the movie makes an impact in its opening weekend. Tracking and analytics can give an indication of how audiences are responding before the movie even hits cinemas, but it's only in that opening weekend, once they've actually seen the movie, that you can get a more accurate read on public opinion.

Box office aside, one way in which Hollywood's studios reads public response after release is Cinemascore, the Las Vegas-based market research firm which conducts nationwide exit polls. Billed as “Hollywood's Benchmark”, the company's researchers gathers information from filmgoers and the results, expressed as letter grades, »

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