The pandemic-battered cinema business is getting another measurement solution.
Comscore has announced that it’s launching a new reporting system to track movie performance across platforms.
Comscore Movies will bring together the company’s data on box office sales, transactional on-demand video, OTT rentals and streaming views.
The new solution can also track and synthesize the demographics of moviegoers and
individuals who viewed ads, at both national and regional levels, to help identify behavioral trends for determining optimal movie release windows, Comscore said.
"We've seen incredible changes in audience behavior over the past year in the way that people consume content. As a result, the industry needs to reinvent the way we capture audience engagement," said Erik Lomis, president of distribution at United Artists Releasing, in the Comscore announcement. “Going forward, it will be essential to have a complete picture of how content is performing across platforms."
"We're confident that people are going to return to theaters in force… but more consumer choices for content consumption mean we need new solutions to truly understand audience behavior as they engage with content on their terms and their screens,” added Chris Aronson, president of domestic distribution, Paramount.
Just last week, Comscore competitor Nielsen launched theatrical video on-demand (TVOD) measurement service to capture viewing of movie releases that are directly available to consumers to rent or purchase on demand through streaming and MVPD platforms.