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CinemaScore

From Wikipedia, the free encyclopedia
Market research firm based in Las Vegas
For music in film, seefilm score.

CinemaScore
Company typePrivate
IndustryMarketing research
Founded1979; 46 years ago (1979)
FounderEd Mintz
Headquarters,
U.S.
ProductsMovies ratings
Websitecinemascore.com

CinemaScore is an Americanmarket research firm based inLas Vegas. It surveys film audiences to rate their viewing experiences with letter grades, reports the results, and forecasts box office receipts from the data.

Background

[edit]

Ed Mintz, who majored in math at theUniversity of Wisconsin-Madison[1] and founded dentalbilling software company Dentametics,[2] with wife Rona attendedThe Cheap Detective in June 1978. He had read a positive review by amovie critic but disliked the film despite being a fan ofNeil Simon, and heard another disappointed attendee wanting to hear the opinions of ordinary people, not critics. Mintz had not worked with polls or the entertainment industry, but decided to use his math and computer skills for a business surveying the opinions of hundreds of film viewers.[3][4]

AYom Kippur donation card with tabs inspired the survey cards given to audience members.[3] The company conductsexit polls of 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 inEntertainment 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.[5]

After employees of Mintz's dental company tested the survey cards at theaters, polling began in 1979.[1] CinemaScore at first reported its findings to consumers, including a newspaper column and a radio show. After20th Century Fox approached the company in 1989, it began selling the data to studios instead.[3][1] By the mid-1980sAMC Theatres used CinemaScore data when choosing films for its locations.[2] A website was launched by CinemaScore in 1999,[6] 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.[7] 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 inLas Vegas Review-Journal andReno Gazette-Journal. CinemaScore's expansion to the Internet included a weekly email subscription forcinephiles to keep up with reports of audience reactions.[8]

In 1999, CinemaScore was rating approximately 140 films a year, including 98–99% ofmajor studio releases. For each film, employees polled 400–500 moviegoers in three of CinemaScore's 15 sites, which included the citiesLas Vegas,Los Angeles,San Diego,Denver,Milwaukee,St. Louis,Dallas,Atlanta,Tampa,Phoenix, andCoral Springs.[8]

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.[9]

Since July 2014, CinemaScore reports its results also onTwitter.[10]

Usually, to maintain comparable sample sizes, 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 also contract with CinemaScore for a private survey, whose result would be disclosed only to the client.[11] Some of these privately contracted surveys' results have nevertheless been publicly touted, such as the "A+" ratings for films includingCourageous andA Question of Faith (both released by faith-based distributor Pure Flix Entertainment).

Rating

[edit]
A CinemaScore survey card

CinemaScore describes itself as "the industry leader in measuring movie appeal".[12] There are 35 to 45 teams of CinemaScore representatives present in 25 large cities across North America. Each Friday, representatives in five randomly chosen cities give opening-day audiences a small survey card.[13][14][15] 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, why they chose the film and whether or not they felt the film lined up with its marketing.[14] CinemaScore typically receives about 400 cards per film;[16] the company estimates a 65%response rate and 6%margin of error.[15]

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).[8] Film studios and other subscribers receive the data at about 11 pmPacific 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.[16][15][4] Studios use the demographic data when marketing films.[1] A studio might hope that a high grade helps the box office of a film with a disappointing opening weekend,[2] or adjust a future film's marketing based on survey results for one with a similar demographic.[14]

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 includedScent of a Woman,A Few Good Men andFalling Down. Films graded with a B includedSommersby andUntamed Heart. A C-grade film for the year wasBody of Evidence.[5] As opening-night audiences are presumably more enthusiastic about a film than ordinary patrons, a "C" grade from them is – according to theLos Angeles Times – "bad news, the equivalent of a failing grade".[14] According to Ed 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". Horror films consistently score lower;The Conjuring's "A−" was the first time a horror film scored better than "B+". CinemaScore's Harold Mintz said that "An F in a horror film is equivalent to a B− in a comedy".[17]

An "A+" typically predicts a successful box office. From 1982 to August 2011, only 52 films (about two a year) received the top grade, including sevenAcademy Award for Best Picture winners.[13] From 2000 to January 2020, there were 53 movies with "A+".[18][19] As of July 15, 2020[update], about 90 films have received "A+".

From 2004 to 2014, those rated "A+" and "A" hadmultiples of 4.8 and 3.6, respectively, while C-rated films' total revenue was 2.5 times their opening weekend.[15] Ed Mintz citedLeonardo DiCaprio andTom Cruise as the "two stars, it doesn't matter how bad the film is, they can pull (the projections) up".[3] (DiCaprio'sShutter Island had a 3.1 revenue multiple despite a "C+" grade, and Cruise'sVanilla Sky had a 4 multiple with a "D" grade.)[15]

As of 2020[update], 22 films have received an "F" grade.[20][6][21][22][23]Vulture wrote that besides horror,[17]

Another type of movie features prominently on the list: let's call it "Misleading Auteurism". These are movies made by prominent, often Oscar-nominated directors that investigate risky and controversial subject matters and receive both praise and pans. But because of how the movie industry works — the name of a director alone not being enough to get most people to go see something — they tend to be marketed as more straight-ahead genre films, resulting in a whole bunch of misled and pissed-off audience members.

Vulture cited as examples of such F-graded filmsSteven Soderbergh'sSolaris withGeorge Clooney,Andrew Dominik'sKilling Them Softly withBrad Pitt, andDarren Aronofsky'smother! withJennifer Lawrence.[17]

In an essay forThe Hollywood Reporter,Martin Scorsese strongly criticized this type of approach by writing: "The brutal judgmentalism that has made opening-weekend grosses into a bloodthirsty spectator sport seems to have encouraged an even more brutal approach to film reviewing. I'm talking about market research firms like CinemaScore [...]. They have everything to do with the movie business and absolutely nothing to do with either the creation or the intelligent viewing of film. The filmmaker is reduced to a content manufacturer and the viewer to an unadventurous consumer."[24] Ed Mintz rejected being connected toRotten Tomatoes, and defended CinemaScore methodology of polling select audiences on the opening night, to see if the film meets the expectations of the people who most want to see it. He further defended the accuracy of their data and the correlation to box office results.[25]

CinemaScore's forecasts for box-office receipts based on the surveys are, according to theLos Angeles Times, "surprisingly accurate" as "most of [the company's] picks...are in the ballpark", in 2009 correctly predicting the success ofThe Hangover and the failure ofLand of the Lost.[14] Hollywood executives are divided on CinemaScore's accuracy.Rob Moore, formerly ofParamount Pictures, said Ed Mintz had an "absolute connection with the pulse of moviegoers".[4] Jeff Goldstein ofWarner Bros. described CinemaScore as "essential ... for the entertainment industry",[2] and Dan Fellman of Warner said that the studio discontinued its own exit polling because of CinemaScore.[1] Another Hollywood executive said "It's not always right, but it's a pretty good indicator. I rely on it". Another said that competitorPostTrak was "much better...more thorough and in-depth".[15][26]

CinemaScore also conducted surveys forproduct placements,Anheuser-Busch, and Las Vegas casinos.[2]

List of "A+" films

[edit]

As of March 2025[update], a total of 127 films have received an A+ rating from American audiences polled by CinemaScore.

CountTitleDirectorYear
1Kramer vs. Kramer[27]Robert Benton1979
2The Black Stallion[27]Carroll Ballard
3The Empire Strikes Back[28]Irvin Kershner1980
4Fame[27]Alan Parker
5Ordinary People[29]Robert Redford
6The Elephant Man[29]David Lynch
7The Jazz Singer[29]Richard Fleischer
8Raiders of the Lost Ark[30]Steven Spielberg1981
9Superman II[30]Richard Lester
10This Is Elvis[31]Malcolm Leo
Andrew Solt
11On Golden Pond[32]Mark Rydell
12E.T. the Extra-Terrestrial[13][19]Steven Spielberg1982
13Gandhi[13][19]Richard Attenborough
14Rocky III[13][19]Sylvester Stallone
15Return of the Jedi[33]Richard Marquand1983
16Star Trek IV: The Voyage Home[13][19]Leonard Nimoy1986
17The Princess Bride[13]Rob Reiner1987
18Die Hard[13]John McTiernan1988
19Dead Poets Society[13]Peter Weir1989
20Driving Miss Daisy[13]Bruce Beresford
21A Dry White Season[13]Euzhan Palcy
22Lean on Me[13]John G. Avildsen
23Lethal Weapon 2[13][19]Richard Donner
24When Harry Met Sally...[13][19]Rob Reiner
25Dances with Wolves[13][19]Kevin Costner1990
26Beauty and the Beast[13][19]Gary Trousdale1991
Kirk Wise
27Terminator 2: Judgment Day[13][19]James Cameron
28Aladdin[13][19]John Musker1992
Ron Clements
29A Few Good Men[13][19]Rob Reiner
30The Fugitive[13][19]Andrew Davis1993
31Homeward Bound: The Incredible Journey[13]Duwayne Dunham
32The Joy Luck Club[13]Wayne Wang
33Schindler's List[13]Steven Spielberg
34Forrest Gump[13][19]Robert Zemeckis1994
35Iron Will[13]Charles Haid
36The Lion King[13][19]Roger Allers
Rob Minkoff
37Mr. Holland's Opus[13]Stephen Herek1995
38Soul Food[13]George Tillman Jr.1997
39Star Wars (1997 re-release)[13][19]George Lucas
40Titanic[13]James Cameron
41Mulan[13][19]Barry Cook1998
Tony Bancroft
42Music of the Heart[13]Wes Craven1999
43Toy Story 2[13][19]John Lasseter
44Finding Forrester[13][18]Gus Van Sant2000
45Remember the Titans[13][18]Boaz Yakin
46Monsters, Inc.[13][18][19]Pete Docter2001
47Antwone Fisher[18]Denzel Washington2002
48Drumline[13][18]Charles Stone III
49Harry Potter and the Chamber of Secrets[13][18][19]Chris Columbus
50Finding Nemo[18][19]Andrew Stanton2003
51The Lord of the Rings: The Return of the King[18][19]Peter Jackson
52The Passion of the Christ[13][18][19]Mel Gibson2004
53The Incredibles[13][18][19]Brad Bird
54The Polar Express[13][18]Robert Zemeckis
55Ray[13][18]Taylor Hackford
56Dreamer[13][18]John Gatins2005
57Diary of a Mad Black Woman[13][18]Darren Grant
58Cinderella Man[13][18][19]Ron Howard
59The Chronicles of Narnia: The Lion, the Witch and the Wardrobe[13][18][19]Andrew Adamson
60Akeelah and the Bee[13][18]Doug Atchison2006
61Why Did I Get Married?[13][18]Tyler Perry2007
62Up[13][18][19]Pete Docter2009
63The Blind Side[13][18]John Lee Hancock
64The King's Speech[13][18]Tom Hooper2010
65Tangled[13][18][19]Nathan Greno
Byron Howard
66Soul Surfer[13][18]Sean McNamara2011
67Courageous[18][19]Alex Kendrick
68Dolphin Tale[18]Charles Martin Smith
69The Help[13][18]Tate Taylor
70The Avengers[18][19]Joss Whedon2012
71Argo[18][19]Ben Affleck
7242[18][19]Brian Helgeland2013
73Instructions Not Included[18][19]Eugenio Derbez
74The Best Man Holiday[18]Malcolm D. Lee
75Frozen[18][19]Chris Buck
Jennifer Lee
76Mandela: Long Walk to Freedom[34]Justin Chadwick
77Lone Survivor[18][19]Peter Berg
78America: Imagine the World Without Her[35]Dinesh D'Souza2014
John Sullivan
79The Good Lie[36]Philippe Falardeau
80The Imitation Game[37]Morten Tyldum
81Selma[18][19]Ava DuVernay
82American Sniper[18][19]Clint Eastwood
83War Room[19][38]Alex Kendrick2015
84Un gallo con muchos huevos[39]Gabriel Riva Palacio Alatriste
Rodolfo Riva Palacio Alatriste
85Woodlawn[18][19]Erwin Brothers
86Miracles from Heaven[18][19]Patricia Riggen2016
87Queen of Katwe[18][19]Mira Nair
88Hidden Figures[18][19][40]Theodore Melfi
89Patriots Day[18][19][41]Peter Berg
90The Case for Christ[42]Jon Gunn2017
91Girls Trip[18][19][43]Malcolm D. Lee
92A Question of Faith[44]Kevan Otto
93Wonder[18][45]Stephen Chbosky
94Coco[18][19][46]Lee Unkrich
95Black Panther[18][19][47]Ryan Coogler2018
96I Can Only Imagine[18][19][48]Erwin Brothers
97Love, Simon[18][19][49]Greg Berlanti
98Incredibles 2[18][19][50]Brad Bird
99The Hate U Give[19][51]George Tillman Jr.
100Green Book[19][52]Peter Farrelly
101Spider-Man: Into the Spider-Verse[18][19][53][54]Bob Persichetti
Peter Ramsey
Rodney Rothman
102Unplanned[19][55][56]Chuck Konzelman2019
Cary Solomon
103Avengers: Endgame[18][19][57]Anthony Russo
Joe Russo
104The Peanut Butter Falcon[58]Tyler Nilson
Michael Schwartz
105Overcomer[18][59][60]Alex Kendrick
106Harriet[18][61][62]Kasi Lemmons
107Ford v Ferrari[18][63][64]James Mangold
108Just Mercy[18][65][66]Destin Daniel Cretton
109Summer of Soul[67]Questlove2021
110Show Me the Father[68]Rick Altizer
111Spider-Man: No Way Home[69]Jon Watts
112Sing 2[70]Garth Jennings
113American UnderdogErwin Brothers
114Top Gun: Maverick[71]Joseph Kosinski2022
115The Woman King[72]Gina Prince-Bythewood
116Till[73]Chinonye Chukwu
117Jesus Revolution[74]Jon Erwin2023
Brent McCorkle
118Sound of FreedomAlejandro Monteverde
119Taylor Swift: The Eras Tour[75]Sam Wrench
120Renaissance: A Film by Beyoncé[76]Beyoncé
121Ordinary AngelsJon Gunn2024
122Unsung HeroRichard Ramsey
Joel Smallbone
123Sound of Hope: The Story of Possum TrotJoshua Weigel
124The ForgeAlex Kendrick
125Super/Man: The Christopher Reeve Story[77]Ian Bonhôte
Peter Ettedgui
126White Bird[78]Marc Forster
127Bob Trevino Likes ItTracie Laymon2025

As of August 2024[update], two directors have made the list four times: Jon Erwin (thrice with his brother Andrew—in 2015, 2018, and 2021—and once with Brent McCorkle in 2023), and Alex Kendrick (2011, 2015, 2019, and 2024). Three directors have made the list three times: Steven Spielberg (1981, 1982, 1993), Rob Reiner (1987, 1989, 1992), and Andrew Erwin (2015, 2018, 2021). The following directors have appeared on the list twice: James Cameron (1991, 1997), Robert Zemeckis (1994, 2004), Pete Docter (2001, 2009), Malcolm D. Lee (2013, 2017), Peter Berg (2013, 2016), Brad Bird (2004, 2018), George Tillman Jr. (1997, 2018), and Jon Gunn (2017, 2024).

Between 2011 and 2024, 19 of the 59 films (32%) to receive an A+ Cinemascore were either faith-based or specifically aimed atconservative audiences. In 2023, eight films achieved the top score, six of which targeted right-wing audiences; the other two films were concert fan films fromTaylor Swift andBeyoncé.[79]

List of "F" films

[edit]

As of May 2024[update], a total of 22 films have received an F rating from American audiences polled by CinemaScore.

No.TitleDirectorYear
1Bolero[80][81][82]John Derek1984
2Eye of the Beholder[6][17][21][22][23]Stephan Elliott1999
3Dr. T and the Women[6][17][21][22][23]Robert Altman2000
4Lost Souls[6][17][21][22][23]Janusz Kamiński
5Lucky Numbers[17][6][21][22][23]Nora Ephron
6Darkness[6][17][21][22][23]Jaume Balagueró2002
7Fear Dot Com[6][17][21][22][23]William Malone
8Solaris[6][17][21][22][23]Steven Soderbergh
9In the Cut[6][17][21][22][23]Jane Campion2003
10Alone in the Dark[6][17][21][22][23]Uwe Boll2005
11Wolf Creek[6][17][21][22][23]Greg McLean
12Bug[6][17][21][22][23]William Friedkin2006
13The Wicker Man[6][17][21][22][23]Neil LaBute
14I Know Who Killed Me[6][17][21][22][23]Chris Sivertson2007
15Disaster Movie[6][17][21][22][23]Jason Friedberg
Aaron Seltzer		2008
16The Box[6][17][21][22][23]Richard Kelly2009
17Silent House[6][17][21][22][23]Chris Kentis
Laura Lau		2011
18Killing Them Softly[6][17][21][22][23]Andrew Dominik2012
19The Devil Inside[6][17][21][22][23]William Brent Bell
20mother![6][17][21][22][23][83]Darren Aronofsky2017
21The Grudge[6][21][22][23][84]Nicolas Pesce2020
22The Turning[6][21][22][23][85]Floria Sigismondi

References

[edit]
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  57. ^CinemaScore (April 26, 2019)."Avengers: Endgame". RetrievedJune 22, 2019.
  58. ^D'Alessandro, Anthony (August 11, 2019)."'Hobbs' Hauls $25M; 'Scary Stories' Frighten 'Dora'; 'Kitchen' Sinks Melissa McCarthy & Tiffany Haddish To Career B.O. Lows – Saturday AM Update".Deadline Hollywood. RetrievedSeptember 17, 2022.
  59. ^CinemaScore (April 23, 2019)."Overcomer". RetrievedSeptember 27, 2019.
  60. ^D'Alessandro, Anthony (August 24, 2019)."'Angel Has Fallen' Still Ascending Close To 'London' With $20M; Tarantino's 'Hollywood' Beating 'Basterds' – Saturday AM B.O."Deadline Hollywood. RetrievedAugust 24, 2019.
  61. ^CinemaScore (November 2, 2019)."Harriet". RetrievedNovember 22, 2019.
  62. ^D'Alessandro, Anthony (November 1, 2019)."'Terminator: Dark Fate' Loads Up $2.4M On Halloween Night".Deadline. RetrievedNovember 1, 2019.
  63. ^CinemaScore (November 15, 2019)."Ford v Ferrari". RetrievedNovember 22, 2019.
  64. ^D'Alessandro, Anthony (November 14, 2019)."'Ford v Ferrari' Cruising To $28M+, 'Charlie's Angels' Kicked Out Of Heaven With $10M+ Start".Deadline Hollywood. RetrievedNovember 14, 2019.
  65. ^CinemaScore (January 11, 2020)."Just Mercy". RetrievedJanuary 14, 2020.
  66. ^McClintock, Pamela (December 25, 2019)."Box Office: 'Star Wars: Rise of Skywalker' Unwraps Huge $32M on Christmas Day".The Hollywood Reporter. RetrievedDecember 26, 2019.
  67. ^Goldsmith, Jill (July 4, 2021)."Questlove's 'Summer of Soul' Sees $650K Three-Day Weekend Opener At Specialty Box Office".Deadline Hollywood. RetrievedJuly 4, 2021.
  68. ^D'Alessandro, Anthony (September 12, 2021)."'Shang-Chi' Strong Second Weekend With $31M+; 'Malignant' Dying".Deadline Hollywood. RetrievedSeptember 12, 2021.
  69. ^D'Alessandro, Anthony (December 18, 2021)."'Spider-Man: No Way Home' Scores 2nd Best Opening Day Of All Time With $121M, 3-Day Now Between $242M-$247M+ – Saturday Update".Deadline Hollywood. RetrievedDecember 19, 2021.
  70. ^D'Alessandro, Anthony (December 25, 2021)."Spider-Man: No Way Home U.S. Grows To $405M+ Before Christmas Business Surges Tonight – Saturday AM Update".Deadline Hollywood. RetrievedDecember 26, 2021.
  71. ^D'Alessandro, Anthony (May 27, 2022)."'Top Gun: Maverick' Roars With Massive $19.3M In Previews, Sets Records For Tom Cruise, Paramount & Memorial Day Weekend – Box Office".Deadline Hollywood. RetrievedMay 27, 2022.
  72. ^D'Alessandro, Anthony (September 17, 2022)."The Woman King Notches A+ CinemaScore & Heads For $18M Opening – Saturday Box Office Update".Deadline Hollywood. RetrievedSeptember 17, 2022.
  73. ^D'Alessandro, Anthony (October 30, 2022)."'Black Adam' Flies To $111M+ During Sluggish Halloween Weekend – Sunday Box Office".Deadline Hollywood. RetrievedOctober 30, 2022.
  74. ^D'Alessandro, Anthony (February 24, 2023)."'Cocaine Bear' Snorts $2M Thursday; 'Jesus Revolution' Blessed With $3M+ In Total Previews – Box Office".Deadline Hollywood. RetrievedFebruary 24, 2023.
  75. ^D'Alessandro, Anthony (October 16, 2023)."No Bad Blood, Just Mad Love: 'Taylor Swift: Eras Tour' Floating To Second Best Opening For October With $92M+ Per AMC – Box Office Update".Deadline Hollywood.Archived from the original on October 13, 2023. RetrievedOctober 16, 2023.
  76. ^D'Alessandro, Anthony (December 1, 2023)."'Renaissance: A Film By Beyoncé' Brightens Up Thursday With $5M Previews; 99% Positive Audience Exits – Box Office".Deadline. RetrievedDecember 1, 2023.
  77. ^Fink, Richard (September 26, 2024)."Super/Man: The Christopher Reeve Story Will Get a Wide Release in an Oscar Qualifying Run".MovieWeb. RetrievedDecember 5, 2024.
  78. ^D'Alessandro, Anthony (October 6, 2024)."No One's Laughing Now: 'Joker Folie à Deux' Falls Down With $39M-$40M Opening: How The Sequel Went Sideways – Sunday Box Office".Deadline Hollywood. RetrievedDecember 5, 2024.
  79. ^"Praise the Lord, and Pass the A+ Cinemascore".Yahoo Entertainment. September 11, 2024. RetrievedDecember 31, 2024.
  80. ^"Making the Grade with Filmgoers".Orlando Sentinel. December 4, 1992. Archived fromthe original on March 26, 2022. RetrievedMay 31, 2022.
  81. ^Barker, Stephen (December 3, 2021)."10 Movies With An F Cinemascore, Ranked According To IMDb".ScreenRant. RetrievedMay 31, 2022.
  82. ^Morgan, Curtis (February 24, 1993)."Everyone's a film critic at Coral Springs cinema".The Miami Herald. p. 173. RetrievedMay 31, 2022.
  83. ^CinemaScore (September 16, 2017)."Mother!". RetrievedMay 8, 2018.
  84. ^CinemaScore (January 3, 2020)."The Grudge". RetrievedJanuary 4, 2020.
  85. ^CinemaScore (January 25, 2020)."The Turning". RetrievedFebruary 15, 2020.

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