Curtain Up for Rentrak Pre-Release Measure

Multi-screen measurement specialist Rentrak is claiming a movie industry first, with the launch of a service called 'PreAct' measuring interest in forthcoming films and marketing impact up to a year before release.

Rentrak's theatrical movie measurement team provides real-time, theatre-level reporting across the global market, and provides users with instant analysis of 99% of the US box office landscape, along with information from more than 85,000 screens in 18,000 theatres across 36 countries.

The new service - which is powered by Crimson Hexagon's social media analysis platform and uses data analytics developed by Reactor Research - monitors online 'conversation' about a film up to a year before it is released. Ron Giambra, Rentrak's President of Theatrical Worldwide, explains: 'Moviegoers are forming opinions earlier than ever before, and PreAct quantifies these insights and provides a game-changing opportunity to course correct during the critical marketing stages of theatrical motion pictures.'

Web sites: www.rentrak.com and www.crimsonhexagon.com .