What is PostTrak and what is its primary function?

PostTrak is a service based in the United States that functions as a film survey provider. Its primary role is to survey film audiences on behalf of movie studios, gathering insights into audience reception and opinions.

In what year was the PostTrak service established?

The PostTrak service was established in the year 2013.

Where is PostTrak headquartered?

PostTrak is headquartered in the United States.

Which geographical areas does PostTrak serve with its surveys?

PostTrak conducts its surveys in both the United States and Canada.

Who is identified as a key individual associated with PostTrak?

Kevin Goetz is identified as a key person associated with PostTrak.

What is the relationship between PostTrak and Comscore?

PostTrak is owned by Comscore, which became its owner following Comscore's acquisition of Rentrak in 2016. Comscore is listed as the parent company of PostTrak.

What is the official website listed for PostTrak's services?

The official website for PostTrak's services is provided as comscore.com, specifically linking to their products related to movies and theatrical audience exit polling.

How does PostTrak gather information from film audiences?

PostTrak utilizes methods such as polling cards and electronic kiosks to conduct its surveys with film audiences.

In how many markets does PostTrak typically conduct its film audience surveys?

PostTrak conducts surveys in the top 20 markets within the United States and Canada.

What specific types of data are aggregated in a PostTrak report for a film?

A PostTrak report aggregates several key data points, including the demographic composition of the audience, their opinions about the film, their impressions of the film's marketing efforts, the timing of their ticket purchases, and their plans regarding purchasing or renting the film on home media.

Who is credited with designing the PostTrak service?

The PostTrak service was designed by Kevin Goetz.

What is Kevin Goetz's role in Screen Engine/ASI?

Kevin Goetz serves as the founder and CEO of Screen Engine/ASI, the company that partnered to launch PostTrak.

Which companies were partners in the initial launch of PostTrak in 2013?

PostTrak was launched in 2013 through a partnership between Screen Engine and Rentrak.

What was Rentrak's contribution or role in the film industry prior to the PostTrak launch?

Prior to the launch of PostTrak, Rentrak played a significant role by providing essential box office data to film studios.

What type of film releases does PostTrak primarily focus its polling efforts on?

PostTrak primarily concentrates its polling efforts on films designated as wide releases, meaning those distributed broadly across many theaters.

How does PostTrak's market coverage compare to that of earlier polling services?

PostTrak covers audiences across 20 markets in the United States and Canada, which represents a broader scope than previous services that often focused on only three or four markets.

Which major entities in the film industry subscribe to the PostTrak service?

Most of the six major film studios subscribe to the PostTrak service, in addition to several other distributors.

What established film polling service did PostTrak emerge as a competitor to?

PostTrak emerged as a competitor to CinemaScore, a service that had previously held a dominant position in the film industry for approximately three decades.

What criticisms were leveled against CinemaScore that PostTrak aimed to address?

CinemaScore faced criticism for allegedly relying on outdated polling techniques and for utilizing too limited a sample size in its surveys, issues that PostTrak sought to overcome.

How does PostTrak's scoring system differ fundamentally from CinemaScore's grading system?

CinemaScore assigns grades on a scale ranging from A+ to F, whereas PostTrak assigns a positive score percentage calculated on a 1 to 100 scale. PostTrak also captures other audience reactions beyond a simple grade.

What is the significance of the 2016 acquisition involving Comscore and Rentrak?

The 2016 acquisition saw Comscore purchase Rentrak, which directly impacted the ownership structure of PostTrak, making Comscore a key owner.

Who are the current joint owners of the PostTrak service?

The PostTrak service is currently owned jointly by Comscore and Screen Engine.

What does the classification 'Film surveys' indicate about PostTrak's business model?

The classification 'Film surveys' indicates that PostTrak's core business activity involves collecting, analyzing, and reporting data and opinions specifically related to motion pictures, primarily from audience members.

What is the implication of PostTrak polling in the 'top 20 markets'?

Polling in the 'top 20 markets' suggests that PostTrak prioritizes gathering data from the most significant and influential regions for film distribution and audience engagement within the United States and Canada.

What does the term 'wide releases' signify in the context of PostTrak's operations?

'Wide releases' refers to films that are distributed and screened in a large number of theaters simultaneously, indicating that PostTrak focuses its audience polling on mainstream movies with broad accessibility.

What does the phrase 'aggregates the demographic make-up' mean regarding a PostTrak report?

This phrase means that a PostTrak report compiles and summarizes information about the various characteristics, such as age, gender, and location, of the audience members who viewed the film.

What aspect of a film's promotion does PostTrak measure with 'impression of the film's marketing'?

This measurement captures how the audience perceived or reacted to the advertising and promotional materials used for the film, assessing the effectiveness and resonance of the marketing campaign.

What does the survey question about 'plans to buy or rent the film on home media' aim to determine?

This question seeks to understand the audience's future intentions regarding acquiring the film after its theatrical run, specifically whether they plan to purchase or rent it on formats like DVD, Blu-ray, or digital platforms.

What does the term 'monopolized' suggest about CinemaScore's market position before PostTrak's entry?

The term 'monopolized' implies that CinemaScore held an exclusive or near-exclusive dominance in the field of film audience polling for a considerable period, facing minimal competition.

What does it mean for a polling technique to be considered 'outdated' in the context of film surveys?

An 'outdated' polling technique suggests that the methods used are no longer considered the most effective, accurate, or relevant for gathering contemporary audience data, possibly due to advancements in technology or shifts in audience behavior.

What are the potential implications of CinemaScore using a 'limited sample' size?

A 'limited sample' size suggests that the number of individuals surveyed was relatively small, which could potentially reduce the representativeness of the findings and affect the overall reliability of the data when applied to the entire audience.

What does PostTrak measure by assigning a 'positive score percentage'?

By assigning a 'positive score percentage' on a 1 to 100 scale, PostTrak quantifies the overall positive reception of a film, offering a measure of audience approval that is distinct from a simple letter grade.

What does the metric 'how likely an audience member would be to recommend the film to a friend' capture?

This metric captures the audience's level of enthusiasm and satisfaction with the film, serving as a key indicator of potential word-of-mouth marketing and overall positive sentiment.

What does the external link provided for PostTrak suggest about its service expansion?

The external link points to a Hollywood Reporter article discussing PostTrak's expansion of its real-time polling services to theaters internationally, indicating that the service has broadened its reach beyond North America.

What is the significance of Kevin Goetz being the founder and CEO of Screen Engine/ASI in relation to PostTrak?

Kevin Goetz's dual role as designer of PostTrak and founder/CEO of Screen Engine/ASI highlights his central involvement in the creation and leadership of the service and its originating company.

How does PostTrak's approach to polling differ from the historical dominance of CinemaScore?

PostTrak offers a challenge to CinemaScore's long-standing dominance by employing potentially more modern polling techniques and covering a wider range of markets (20 markets vs. CinemaScore's implied smaller scope), while also using a different scoring metric (percentage vs. letter grade).

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What is PostTrak?

Film Audience Surveys

PostTrak is a specialized service based in the United States that conducts comprehensive surveys of film audiences. Its primary function is to gather detailed feedback on behalf of film studios, providing critical insights into viewer reception and engagement.

Quantifying Reception

The service is designed to measure and analyze audience opinions regarding films. This data is instrumental in understanding a film's performance, identifying strengths and weaknesses, and informing future marketing and distribution strategies within the competitive film industry.

Historical Context

Genesis and Launch

PostTrak was conceived and designed by Kevin Goetz, who also serves as the founder and CEO of Screen Engine/ASI. The service officially launched in 2013 through a strategic partnership between Screen Engine and Rentrak, a company known for providing essential box office data to studios.

Market Disruption

Launched in 2013, PostTrak aimed to challenge the long-standing dominance of CinemaScore, a rival polling firm. CinemaScore had been criticized for relying on potentially outdated polling techniques and employing a limited sample size. PostTrak introduced a more extensive approach, surveying audiences across 20 major markets in the U.S. and Canada, significantly broadening the scope compared to previous services.

Methodology and Reporting

Geographic Scope

PostTrak conducts its surveys within the top 20 designated markets across both the United States and Canada. This broad geographical coverage ensures a representative sample of the viewing public for wide-release films.

Data Collection and Analysis

The service employs a dual approach to data collection, utilizing both traditional polling cards distributed to moviegoers and electronic kiosks. The resulting PostTrak reports aggregate crucial data points, including:

Demographic composition of the audience.
Overall opinions and sentiment towards the film.
Impressions of the film's marketing campaigns.
Information on when tickets were purchased.
Audience intentions regarding future home media purchases or rentals.

Scoring and Feedback

Unlike CinemaScore's letter grade system (A+ to F), PostTrak assigns a positive score percentage on a 1-100 scale. It also captures other critical audience reactions, such as the likelihood of recommending the film to friends and family.

Comparative Analysis

PostTrak vs. CinemaScore

PostTrak emerged as a significant competitor to CinemaScore, offering a more modern and extensive approach to audience polling. Key distinctions include:

Market Coverage: PostTrak covers 20 markets, whereas CinemaScore historically focused on a much smaller number (often three to four).
Scoring System: PostTrak uses a 1-100% positive score and recommendation likelihood, providing a nuanced quantitative measure. CinemaScore uses a letter grade scale (A+ to F).
Methodology Critique: PostTrak was positioned as an advancement over CinemaScore's perceived "outdated polling techniques."

This competitive dynamic has influenced how studios gather and interpret audience feedback.

Corporate Structure

Evolution of Ownership

The ownership structure of PostTrak has evolved through strategic acquisitions. In 2016, Comscore acquired Rentrak. Consequently, PostTrak is currently jointly owned by Comscore and Screen Engine, reflecting a consolidation of data analytics and audience research capabilities within the film industry.

Key Details

Service Overview

The following table summarizes the core attributes of PostTrak:

PostTrak Overview
Company type	Film surveys
Founded	2013
Headquarters	United States
Areas served	United States, Canada
Key people	Kevin Goetz
Parent	Comscore
Website	comscore.com

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References

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This page was generated by an Artificial Intelligence and is intended for informational and educational purposes only. The content is based on a snapshot of publicly available data from Wikipedia and may not be entirely accurate, complete, or up-to-date.

This is not professional advice. The information provided on this website is not a substitute for professional consultation regarding film industry analytics, market research, or business strategy. Always refer to official documentation and consult with qualified professionals for specific needs.

The creators of this page are not responsible for any errors or omissions, or for any actions taken based on the information provided herein.

PostTrak: Unveiling Audience Insights

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What is PostTrak? ℹ️

🎬 Film Audience Surveys

📊 Quantifying Reception

Historical Context 🗓️

🚀 Genesis and Launch

⚖️ Market Disruption

Methodology and Reporting 📍

🗺️ Geographic Scope

📝 Data Collection and Analysis

💯 Scoring and Feedback

Comparative Analysis ⚖️

🆚 PostTrak vs. CinemaScore

Corporate Structure 🏢

🤝 Evolution of Ownership

Key Details ℹ️

📋 Service Overview

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Dive in with Flashcard Learning!

What is PostTrak?

Film Audience Surveys

Quantifying Reception

Historical Context

Genesis and Launch

Market Disruption

Methodology and Reporting

Geographic Scope

Data Collection and Analysis

Scoring and Feedback

Comparative Analysis

PostTrak vs. CinemaScore

Corporate Structure

Evolution of Ownership

Key Details

Service Overview

Teacher's Corner

True or False?

Test Your Knowledge!

Gamer's Corner

Discover other topics to study!

References

Feedback & Support

Disclaimer

Important Notice