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CinemaScore


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CinemaScore
Type

Private company
Industry
Marketing research
Founded
1979; 39 years ago (1979)
Founder
Ed Mintz
Headquarters
Las Vegas, U.S.
Products
Movies ratings
Website
www.cinemascore.com

CinemaScore is a market research firm based in Las Vegas. It surveys film audiences to rate their viewing experiences with letter grades, reports the results, and forecasts box office receipts based on the data.




Contents





  • 1 Background


  • 2 Rating

    • 2.1 List of A+ films


    • 2.2 List of F films



  • 3 References


  • 4 External links




Background[edit]


Ed Mintz founded CinemaScore in 1979 after disliking The Cheap Detective despite being a fan of Neil Simon, and hearing another disappointed attendee wanting to hear the opinions of ordinary people instead of critics. A Yom Kippur donation card with tabs inspired the survey cards given to audience members.[1] The company conducts surveys to audiences who have seen a film in theaters, asking them to rate the film and specifying what drew them to the film. Its results are published in Entertainment Weekly. CinemaScore also conducts surveys to determine audience interest in renting films on video, breaking the demographic down by age and sex and passing along information to video companies such as Fox Video Corporation.[2]


CinemaScore pollster Dede Gilmore reported the trend in 1993, "Most movies get easily a B-plus. I think people come wanting the entertainment. They have high expectations. They're more lenient with their grades. But as (moviegoers) do it more and more, they get to be stronger critics". In 1993, films that were graded with an A included Scent of a Woman, A Few Good Men and Falling Down. Films graded with a B included Sommersby and Untamed Heart. A C-grade film for the year was Body of Evidence.[2]


CinemaScore at first reported its findings to consumers, including a newspaper column and a radio show. After 20th Century Fox approached the company in 1989, it began selling the data to studios instead.[1] A website was launched by CinemaScore in 1999, after three years' delay in which the president sought sponsorship from magazines and video companies. Brad Peppard was president of CinemaScore Online from 1999 to 2002.[3] The website included a database of nearly 2,000 feature films and the audiences' reactions to them. Prior to the launch, CinemaScore results had been published in Las Vegas Review-Journal and Reno Gazette-Journal. CinemaScore's expansion to the Internet included a weekly email subscription for cinephiles to keep up with reports of audience reactions.[4]


In 1999, CinemaScore was rating approximately 140 films a year, including 98–99% of major studio releases. For each film, employees polled 400–500 moviegoers in three of CinemaScore's 15 sites, which included the cities Las Vegas, Los Angeles, San Diego, Denver, Milwaukee, St. Louis, Dallas, Atlanta, Tampa, Phoenix, and Coral Springs.[4]


In the summer of 2002, CinemaScore reported that the season had the biggest collective grade since 1995. In the summer of 2000, 25 out of 32 films received either an A or B grade. Twenty-six of the summer of 2001's 30 films got similar grades, while 32 of the summer of 2002's 34 films got similar grades, the latter being the highest ratio in a decade.[5]


Since July 2014, CinemaScore reports its results also on Twitter,[6] and from January 16, 2016, it began with Collateral Beauty to use for each of them an image with the movie poster on the left and the grade obtained on the right.[7]


Usually, only films that open in more than 1,500 screens are polled and reported on CinemaScore's website and social media. The distributor of a film that opens in fewer screens can optionally contract with CinemaScore for a private survey, whose result would be disclosed only to the client.[8]



Rating[edit]




A CinemaScore survey card


35 to 45 teams of CinemaScore representatives are present in 25 large cities across North America. Each Friday, representatives in five randomly chosen cities give opening-day audiences a small survey card.[9][10][11] The card asks for age, gender, a grade for the film (A, B, C, D or F), whether they would rent or buy the film on DVD or Blu-ray, and why they chose the film.[10] CinemaScore typically receives about 400 cards per film;[12] the company estimates a 65% response rate and 6% margin of error.[11]


An overall grade of A+ and F is calculated as the average of the grades given by responders. In this case, grades other than F are qualified with a plus (high end), minus (low end) or neither (middle). The ratings are divided by gender and age groups (under 21, 21–34, 35 and up).[4] Film studios and other subscribers receive the data at about 11 p.m. Pacific Time. CinemaScore publishes letter grades to the public on social media and, although the detailed data is proprietary, the grades become widely shared in the media and the industry. Subsequent advertisements for highly ranked films often cite their CinemaScore grades.[10][12][11]


An A+ grade from CinemaScore for a film typically predicts a successful box office. From 1982 to August 2011, only 52 films (about two a year) received the top grade, including seven Academy Award for Best Picture winners.[9] From 2000 to February 2018, there were 44 movies with A+ score.[13] As of May 8, 2018[update], 77 films garned the best grade. From 2004 to 2014, those rated A+ and A earned total revenue 4.8 and 3.6 times their opening-weekend box-office results, respectively, while C-rated films' total revenue was 2.5 times their opening weekend.[11] As opening-night audiences are presumably more enthusiastic about a film than ordinary patrons, a C grade from them is - according to the Los Angeles Times - "bad news, the equivalent of a failing grade".[10] According to Mintz, "A’s generally are good, B’s generally are shaky, and C’s are terrible. D’s and F’s, they shouldn’t have made the movie, or they promoted it funny and the absolute wrong crowd got into it". In the same interview he cited Leonardo DiCaprio and Tom Cruise as the "two stars, it doesn’t matter how bad the film is, they can pull (the projections) up".[1] As of 2018, 19 films have earned the F grade.[14][15]


CinemaScore's forecasts for box-office receipts based on the surveys are, according to the Los Angeles Times, "surprisingly accurate" as "most of [the company's] picks...are in the ballpark", in 2009 correctly predicting the success of The Hangover and the failure of Land of the Lost.[10] Hollywood executives are divided on CinemaScore's accuracy. One told Deadline Hollywood "It's not always right, but it's a pretty good indicator. I rely on it", while another said that competitor PostTrak was "much better...more thorough and in-depth".[11][16]



List of A+ films[edit]






























































































































































































































































































































No.
Year
Title
Director
1
1982

E.T. the Extra-Terrestrial[9]

Steven Spielberg
2
1982

Gandhi[9]

Richard Attenborough
3
1982

Rocky III[9]

Sylvester Stallone
4
1986

Star Trek IV: The Voyage Home[9]

Leonard Nimoy
5
1987

The Princess Bride[9]

Rob Reiner
6
1988

Die Hard[9]

John McTiernan
7
1989

Dead Poets Society[9]

Peter Weir
8
1989

Driving Miss Daisy[9]

Bruce Beresford
9
1989

A Dry White Season[9]

Euzhan Palcy
10
1989

Lean on Me[9]

John G. Avildsen
11
1989

Lethal Weapon 2[9]

Richard Donner
12
1989

When Harry Met Sally...[9]
Rob Reiner
13
1990

Dances With Wolves[9]

Kevin Costner
14
1991

Beauty and the Beast[9]

Gary Trousdale

Kirk Wise
15
1991

Terminator 2: Judgment Day[9]

James Cameron
16
1992

Aladdin[9]

John Musker

Ron Clements
17
1992

A Few Good Men[9]
Rob Reiner
18
1993

The Fugitive[9]

Andrew Davis
19
1993

Homeward Bound: The Incredible Journey[9]

Duwayne Dunham
20
1993

The Joy Luck Club[9]

Wayne Wang
21
1993

Schindler's List[9]
Steven Spielberg
22
1994

Forrest Gump[9]

Robert Zemeckis
23
1994

Iron Will[9]

Charles Haid
24
1994

The Lion King[9]

Roger Allers

Rob Minkoff
25
1995

Mr. Holland's Opus[9]

Stephen Herek
26
1997

Soul Food[9]

George Tillman Jr.
27
1997

Titanic[9]
James Cameron
28
1998

Mulan[9]

Tony Bancroft

Barry Cook
29
1999

Music of the Heart[9]

Wes Craven
30
1997

Star Wars (1997 re-release)[9]

George Lucas
31
1999

Toy Story 2[9]

John Lasseter
32
2000

Finding Forrester[9][13]

Gus Van Sant
33
2000

Remember the Titans[9][13]

Boaz Yakin
34
2001

Monsters, Inc.[9][13]

Pete Docter
35
2002

Antwone Fisher[13]

Denzel Washington
36
2002

Drumline[9][13]

Charles Stone III
37
2002

Harry Potter and the Chamber of Secrets[9][13]

Chris Columbus
38
2003

Finding Nemo[13]

Andrew Stanton
39
2003

The Lord of the Rings: The Return of the King[13]

Peter Jackson
40
2004

The Passion of the Christ[9][13]

Mel Gibson
41
2004

The Incredibles[9][13]

Brad Bird
42
2004

The Polar Express[9][13]
Robert Zemeckis
43
2004

Ray[9][13]

Taylor Hackford
44
2005

Dreamer[9][13]

John Gatins
45
2005

Diary of a Mad Black Woman[9][13]

Darren Grant
46
2005

Cinderella Man[9][13]

Ron Howard
47
2005

The Chronicles of Narnia: The Lion, the Witch and the Wardrobe[9][13]

Andrew Adamson
48
2006

Akeelah and the Bee[9][13]

Doug Atchison
49
2007

Why Did I Get Married?[9][13]

Tyler Perry
50
2009

Up[9][13]
Pete Docter
51
2009

The Blind Side[9][13]

John Lee Hancock
52
2010

The King's Speech[9][13]

Tom Hooper
53
2010

Tangled[9][13]

Nathan Greno

Byron Howard
54
2011

Soul Surfer[9][13]

Sean McNamara
55
2011

Courageous[13]

Alex Kendrick
56
2011

Dolphin Tale[13]

Charles Martin Smith
57
2011

The Help[9][13]

Tate Taylor
58
2012

The Avengers[13]

Joss Whedon
59
2012

Argo[13]

Ben Affleck
60
2013

42[13]

Brian Helgeland
61
2013

Instructions Not Included[13]

Eugenio Derbez
62
2013

The Best Man Holiday[13]

Malcolm D. Lee
63
2013

Frozen[13]

Chris Buck

Jennifer Lee
64
2014

Lone Survivor[13]

Peter Berg
65
2014

Selma[13]

Ava DuVernay
66
2014

American Sniper[13]

Clint Eastwood
67
2015

Woodlawn[13]

Erwin Brothers
68
2016

Miracles from Heaven[13]

Patricia Riggen
69
2016

Queen of Katwe[13]

Mira Nair
70
2016

Hidden Figures[13][17]

Theodore Melfi
71
2016

Patriots Day[13][18]
Peter Berg
72
2017

Girls Trip[13][19]
Malcolm D. Lee
73
2017

Wonder[13][20]

Stephen Chbosky
74
2017

Coco[13][21]

Lee Unkrich
75
2018

Black Panther[13][22]

Ryan Coogler
76
2018

I Can Only Imagine[23]
Erwin Brothers
77
2018

Love, Simon[24]

Greg Berlanti
78
2018

Incredibles 2[25]
Brad Bird

So far in the list the following directors occur twice: Steven Spielberg (1982, 1993), James Cameron (1991, 1997), Robert Zemeckis (1994, 2004), Pete Docter (2001, 2009), Malcolm D. Lee (2013, 2017), Peter Berg (2014, 2016), Erwin Brothers (2015, 2018) & Brad Bird (2004, 2018). Only Rob Reiner (1987, 1989, 1992) occurs three times.



List of F films[edit]


















































































No.
Year
Title
Director
1
1999

Eye of the Beholder[14][15]

Stephan Elliott
2
2000

Dr. T and the Women[14][15]

Robert Altman
3
2000

Lost Souls[14][15]

Janusz Kamiński
4
2000

Lucky Numbers[14][15]

Nora Ephron
5
2002

Darkness[14][15]

Jaume Balagueró
6
2002

Fear Dot Com[14][15]

William Malone
7
2002

Solaris[14][15]

Steven Soderbergh
8
2003

In the Cut[14][15]

Jane Campion
9
2005

Alone in the Dark[14][15]

Uwe Boll
10
2005

Wolf Creek[14][15]

Greg McLean
11
2006

Bug[14][15]

William Friedkin
12
2006

The Wicker Man[14][15]

Neil LaBute
13
2007

I Know Who Killed Me[14][15]

Chris Sivertson
14
2008

Disaster Movie[14][15]

Jason Friedberg

Aaron Seltzer
15
2009

The Box[14][15]

Richard Kelly
16
2011

Silent House[14][15]

Chris Kentis

Laura Lau
17
2012

Killing Them Softly[14][15]

Andrew Dominik
18
2012

The Devil Inside[14][15]

William Brent Bell
19
2017

Mother![14][15][26]

Darren Aronofsky


References[edit]




  1. ^ abc Lawrence, Christopher (2016-08-30). "Las Vegan's polling company keeps tabs on Hollywood". Vegas Voices (story series). Las Vegas Review-Journal. Retrieved March 19, 2017..mw-parser-output cite.citationfont-style:inherit.mw-parser-output qquotes:"""""""'""'".mw-parser-output code.cs1-codecolor:inherit;background:inherit;border:inherit;padding:inherit.mw-parser-output .cs1-lock-free abackground:url("//upload.wikimedia.org/wikipedia/commons/thumb/6/65/Lock-green.svg/9px-Lock-green.svg.png")no-repeat;background-position:right .1em center.mw-parser-output .cs1-lock-limited a,.mw-parser-output .cs1-lock-registration abackground:url("//upload.wikimedia.org/wikipedia/commons/thumb/d/d6/Lock-gray-alt-2.svg/9px-Lock-gray-alt-2.svg.png")no-repeat;background-position:right .1em center.mw-parser-output .cs1-lock-subscription abackground:url("//upload.wikimedia.org/wikipedia/commons/thumb/a/aa/Lock-red-alt-2.svg/9px-Lock-red-alt-2.svg.png")no-repeat;background-position:right .1em center.mw-parser-output .cs1-subscription,.mw-parser-output .cs1-registrationcolor:#555.mw-parser-output .cs1-subscription span,.mw-parser-output .cs1-registration spanborder-bottom:1px dotted;cursor:help.mw-parser-output .cs1-hidden-errordisplay:none;font-size:100%.mw-parser-output .cs1-visible-errorfont-size:100%.mw-parser-output .cs1-subscription,.mw-parser-output .cs1-registration,.mw-parser-output .cs1-formatfont-size:95%.mw-parser-output .cs1-kern-left,.mw-parser-output .cs1-kern-wl-leftpadding-left:0.2em.mw-parser-output .cs1-kern-right,.mw-parser-output .cs1-kern-wl-rightpadding-right:0.2em


  2. ^ ab Wieland, Chris (March 20, 1993). "In Springs, Everybody's a Critic". South Florida Sun-Sentinel. Broward County, Florida. Retrieved March 19, 2017.


  3. ^ Proxy Statement to SEC, April 18, 2004 Rainmaker Systems, Inc.


  4. ^ abc Cling, Carol (1999-09-16). "CinemaScore expands to Internet to offer moviegoers current information". Las Vegas Review-Journal. Stephens Media.


  5. ^ Bowles, Scott (2002-08-01). "Movies make the grade with fans, critics alike". USA Today. Gannett Company.


  6. ^ CinemaScore's account on Twitter.


  7. ^ CinemaScore on Twitter (January 16, 2016). "Collateral Beauty". Retrieved March 12, 2018.


  8. ^ Wilkinson, Alissa (August 13, 2018). "CinemaScore, Rotten Tomatoes, and movie audience scores, explained". Vox. Retrieved August 18, 2018.


  9. ^ abcdefghijklmnopqrstuvwxyzaaabacadaeafagahaiajakalamanaoapaqarasatauavawaxayazbabb McClintock, Pamela (August 19, 2011). "Why CinemaScore Matters for Box Office". The Hollywood Reporter. Retrieved March 28, 2013.


  10. ^ abcde Goldstein, Patrick (October 13, 2009). "CinemaScore's box-office swami". Los Angeles Times. Retrieved February 25, 2018.


  11. ^ abcde Busch, Anita (August 9, 2014). "B Grade For 'Turtles': What CinemaScores Mean And Why Exit Polling Matters". Deadline Hollywood. Retrieved August 20, 2014.


  12. ^ ab Cunningham, Todd (June 18, 2013). "CinemaScore Gets 'A' From Studios, Especially When It Counters Critics". TheWrap. Retrieved February 25, 2018.


  13. ^ abcdefghijklmnopqrstuvwxyzaaabacadaeafagahaiajakalamanaoapaqaras Geier, Thom (February 17, 2018). "44 Movies With A+ CinemaScore Since 2000, From 'Remember the Titans' to 'Black Panther' (Photos)". TheWrap. Retrieved February 25, 2018.


  14. ^ abcdefghijklmnopqrst Geier, Thom; Fuster, Jeremy (February 17, 2018). "All 19 Movies That Flunked CinemaScore With F Grade, From 'Solaris' to 'mother!' (Photos)". TheWrap. Retrieved May 8, 2018.


  15. ^ abcdefghijklmnopqrst Lincoln, Kevin (September 20, 2017). "What the 19 Movies to Ever Receive an 'F' CinemaScore Have in Common". vulture.com. Retrieved May 8, 2018.


  16. ^ McClintock, Pamela (September 18, 2013). "CinemaScore in Retreat as Studios Turn to PostTrak". The Hollywood Reporter. Retrieved May 8, 2018.


  17. ^ CinemaScore on Twitter (January 6, 2017). "Hidden Figures". Retrieved April 10, 2017.


  18. ^ CinemaScore on Twitter (January 13, 2017). "Patriots Day". Retrieved February 26, 2018.


  19. ^ CinemaScore on Twitter (July 21, 2017). "Girls Trip". Retrieved February 26, 2018.


  20. ^ CinemaScore on Twitter (November 18, 2017). "Wonder". Retrieved February 26, 2018.


  21. ^ CinemaScore on Twitter (November 23, 2017). "Coco". Retrieved February 26, 2018.


  22. ^ CinemaScore on Twitter (February 16, 2018). "Black Panther". Retrieved February 26, 2018.


  23. ^ CinemaScore on Twitter (March 16, 2018). "I Can Only Imagine". Retrieved March 16, 2018.


  24. ^ CinemaScore on Twitter (March 16, 2018). "Love, Simon". Retrieved March 16, 2018.


  25. ^ CinemaScore on Twitter (June 15, 2018). "Incredibles 2". Retrieved July 30, 2018.


  26. ^ CinemaScore on Twitter (September 16, 2017). "Mother!". Retrieved May 8, 2018.



External links[edit]



  • Official website Edit this at Wikidata


  • List of 940 photos and videos made or posted by CinemaScore on Twitter



Retrieved from "https://en.wikipedia.org/w/index.php?title=CinemaScore&oldid=855534868"





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