Curtain Up for Rentrak 'Swift' Box Office Reporting

Multi-screen measurement specialist Rentrak has launched a service called Swift, which provides the global movie industry with a single source of box office sales reporting data.

The new tool allows cinemas to submit their finalized transactions electronically at ticket-type level for each version of every movie they play on their screens. Using Rentrak's patented technology, the tool is currently being deployed in the US, Europe and South America, with more than 2,000 independent theaters presently using Swift domestically. During the next six months, the service will be rolled out to all 64 territories where the company currently collects theater-level flash ticket sale information.

According to Rory Bruer, President, Worldwide Distribution at Sony Pictures Entertainment, Swift 'provides more timely, accurate and easily accessible data on the performance of our films, and also frees up theaters to focus more on creating the best movie-going experience for customers'.

Web site: www.rentrak.com .