CinemaScore is the industry leader in measuring movie appeal. We provide unbiased measurement of audience response that helps gauge movie appeal and success by polling movie audiences on opening night for their reaction to the latest major movie releases.
In 1978, CinemaScore was born when its founders saw a need for theatre audiences to have a “public voice” for their opinions about movie appeal. Professional movie critics often dominate public conversations in the news about movies; while movie critics’ interpretations are interesting and helpful, their reviews often emphasize a movie’s meaning, not whether the movie appealed to live audiences. And while a movie critic only provides a single perspective on a movie, a statistically robust sample of a national audience offers a broader and more varied point of view.
CinemaScore’s movie research brings the opinions of theatre audiences into the public arena. On opening night around the country, CinemaScore polls moviegoers for their opinions on new movie releases. Audience members fill out ballot cards right at the theatre, grading a movie A to F and providing demographic information. CinemaScore uses this direct balloting approach to establish a movie’s grade—its overall “CinemaScore.”
With such a wide variety of entertainment options available and so many different ways to watch movies today, the need for a “movie-quality benchmark” is greater than ever. CinemaScore helps moviegoers make better choices about what movies to watch—people can more easily find the on-screen stories that appeal to them, as well as spend more quality time with family and friends. After providing reliable, audience-generated movie reviews for over 34 years, CinemaScore has earned the respect of Hollywood studios and news organizations—including the New York Times, the Los Angeles Times, the Wall Street Journal, and the Hollywood Reporter—as well as moviegoers worldwide.