CinemaScore

For music in film, see film score.

CinemaScore
Company typePrivate
IndustryMarketing research
Founded1979; 45 years ago (1979)
FounderEd Mintz
Headquarters
Las Vegas, Nevada
,
U.S.
ProductsMovies ratings
Websitecinemascore.com

CinemaScore is an American market research firm based in Las 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

Ed Mintz, who majored in math at the University of Wisconsin-Madison[1] and founded dental billing software company Dentametics,[2] with wife Rona attended The Cheap Detective in June 1978. He had read a positive review by a movie critic but disliked the film despite being a fan of Neil 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]

A Yom Kippur donation card with tabs inspired the survey cards given to audience members. [3] The company conducts exit 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 in Entertainment 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. After 20th Century Fox approached the company in 1989, it began selling the data to studios instead.[3][1] By the mid-1980s AMC 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 in Las Vegas Review-Journal and Reno Gazette-Journal. CinemaScore's expansion to the Internet included a weekly email subscription for cinephiles to keep up with reports of audience reactions.[8]

In 1999, CinemaScore was rating approximately 140 films a year, including 98–99% of major studio releases. For each film, employees polled 400–500 moviegoers in three of CinemaScore's 15 sites, which included the cities Las Vegas, Los Angeles, San Diego, Denver, Milwaukee, St. Louis, Dallas, Atlanta, Tampa, Phoenix, and Coral 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 on Twitter.[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 including Courageous and A Question of Faith (both released by faith-based distributor Pure Flix Entertainment).

Rating

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 pm Pacific 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 included Scent of a Woman, A Few Good Men and Falling Down. Films graded with a B included Sommersby and Untamed Heart. A C-grade film for the year was Body 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 the Los 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 seven Academy Award for Best Picture winners.[13] From 2000 to January 2020, there were 53 movies with "A+".[18][19] As of July 15, 2020, about 90 films have received "A+".

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

As of 2020, 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 films Steven Soderbergh's Solaris with George Clooney, Andrew Dominik's Killing Them Softly with Brad Pitt, and Darren Aronofsky's mother! with Jennifer Lawrence.[17]

In an essay for The 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 to Rotten 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 the Los Angeles Times, "surprisingly accurate" as "most of [the company's] picks...are in the ballpark", in 2009 correctly predicting the success of The Hangover and the failure of Land of the Lost.[14] Hollywood executives are divided on CinemaScore's accuracy. Rob Moore, formerly of Paramount Pictures, said Ed Mintz had an "absolute connection with the pulse of moviegoers".[4] Jeff Goldstein of Warner 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 competitor PostTrak was "much better...more thorough and in-depth".[15][26]

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

List of "A+" films

As of October 2024, a total of 118 films have received an A+ rating from American audiences polled by CinemaScore.

Count Title Director Year
1 Kramer vs. Kramer[27] Robert Benton 1979
2 The Black Stallion[27] Carroll Ballard
3 The Empire Strikes Back[27] Irvin Kershner 1980
4 Fame[27] Alan Parker
5 E.T. the Extra-Terrestrial[13][19] Steven Spielberg 1982
6 Gandhi[13][19] Richard Attenborough
7 Rocky III[13][19] Sylvester Stallone
8 Star Trek IV: The Voyage Home[13][19] Leonard Nimoy 1986
9 The Princess Bride[13] Rob Reiner 1987
10 Die Hard[13] John McTiernan 1988
11 Dead Poets Society[13] Peter Weir 1989
12 Driving Miss Daisy[13] Bruce Beresford
13 A Dry White Season[13] Euzhan Palcy
14 Lean on Me[13] John G. Avildsen
15 Lethal Weapon 2[13][19] Richard Donner
16 When Harry Met Sally...[13][19] Rob Reiner
17 Dances with Wolves[13][19] Kevin Costner 1990
18 Beauty and the Beast[13][19] Gary Trousdale 1991
Kirk Wise
19 Terminator 2: Judgment Day[13][19] James Cameron
20 Aladdin[13][19] John Musker 1992
Ron Clements
21 A Few Good Men[13][19] Rob Reiner
22 The Fugitive[13][19] Andrew Davis 1993
23 Homeward Bound: The Incredible Journey[13] Duwayne Dunham
24 The Joy Luck Club[13] Wayne Wang
25 Schindler's List[13] Steven Spielberg
26 Forrest Gump[13][19] Robert Zemeckis 1994
27 Iron Will[13] Charles Haid
28 The Lion King[13][19] Roger Allers
Rob Minkoff
29 Mr. Holland's Opus[13] Stephen Herek 1995
30 Soul Food[13] George Tillman Jr. 1997
31 Star Wars (1997 re-release)[13][19] George Lucas
32 Titanic[13] James Cameron
33 Mulan[13][19] Barry Cook 1998
Tony Bancroft
34 Music of the Heart[13] Wes Craven 1999
35 Toy Story 2[13][19] John Lasseter
36 Finding Forrester[13][18] Gus Van Sant 2000
37 Remember the Titans[13][18] Boaz Yakin
38 Monsters, Inc.[13][18][19] Pete Docter 2001
39 Antwone Fisher[18] Denzel Washington 2002
40 Drumline[13][18] Charles Stone III
41 Harry Potter and the Chamber of Secrets[13][18][19] Chris Columbus
42 Finding Nemo[18][19] Andrew Stanton 2003
43 The Lord of the Rings: The Return of the King[18][19] Peter Jackson
44 The Passion of the Christ[13][18][19] Mel Gibson 2004
45 The Incredibles[13][18][19] Brad Bird
46 The Polar Express[13][18] Robert Zemeckis
47 Ray[13][18] Taylor Hackford
48 Dreamer[13][18] John Gatins 2005
49 Diary of a Mad Black Woman[13][18] Darren Grant
50 Cinderella Man[13][18][19] Ron Howard
51 The Chronicles of Narnia: The Lion, the Witch and the Wardrobe[13][18][19] Andrew Adamson
52 Akeelah and the Bee[13][18] Doug Atchison 2006
53 Why Did I Get Married?[13][18] Tyler Perry 2007
54 Up[13][18][19] Pete Docter 2009
55 The Blind Side[13][18] John Lee Hancock
56 The King's Speech[13][18] Tom Hooper 2010
57 Tangled[13][18][19] Nathan Greno
Byron Howard
58 Soul Surfer[13][18] Sean McNamara 2011
59 Courageous[18][19] Alex Kendrick
60 Dolphin Tale[18] Charles Martin Smith
61 The Help[13][18] Tate Taylor
62 The Avengers[18][19] Joss Whedon 2012
63 Argo[18][19] Ben Affleck
64 42[18][19] Brian Helgeland 2013
65 Instructions Not Included[18][19] Eugenio Derbez
66 The Best Man Holiday[18] Malcolm D. Lee
67 Frozen[18][19] Chris Buck
Jennifer Lee
68 Mandela: Long Walk to Freedom[28] Justin Chadwick
69 Lone Survivor[18][19] Peter Berg
70 America: Imagine the World Without Her[29] Dinesh D'Souza 2014
John Sullivan
71 The Good Lie[30] Philippe Falardeau
72 The Imitation Game[31] Morten Tyldum
73 Selma[18][19] Ava DuVernay
74 American Sniper[18][19] Clint Eastwood
75 War Room[19][32] Alex Kendrick 2015
76 Un gallo con muchos huevos[33] Gabriel Riva Palacio Alatriste
Rodolfo Riva Palacio Alatriste
77 Woodlawn[18][19] Erwin Brothers
78 Miracles from Heaven[18][19] Patricia Riggen 2016
79 Queen of Katwe[18][19] Mira Nair
80 Hidden Figures[18][19][34] Theodore Melfi
81 Patriots Day[18][19][35] Peter Berg
82 The Case for Christ[36] Jon Gunn 2017
83 Girls Trip[18][19][37] Malcolm D. Lee
84 A Question of Faith[38] Kevan Otto
85 Wonder[18][39] Stephen Chbosky
86 Coco[18][19][40] Lee Unkrich
87 Black Panther[18][19][41] Ryan Coogler 2018
88 I Can Only Imagine[18][19][42] Erwin Brothers
89 Love, Simon[18][19][43] Greg Berlanti
90 Incredibles 2[18][19][44] Brad Bird
91 The Hate U Give[19][45] George Tillman Jr.
92 Green Book[19][46] Peter Farrelly
93 Spider-Man: Into the Spider-Verse[18][19][47][48] Bob Persichetti
Peter Ramsey
Rodney Rothman
94 Unplanned[19][49][50] Chuck Konzelman 2019
Cary Solomon
95 Avengers: Endgame[18][19][51] Anthony Russo
Joe Russo
96 The Peanut Butter Falcon[52] Tyler Nilson
Michael Schwartz
97 Overcomer[18][53][54] Alex Kendrick
98 Harriet[18][55][56] Kasi Lemmons
99 Ford v Ferrari[18][57][58] James Mangold
100 Just Mercy[18][59][60] Destin Daniel Cretton
101 Summer of Soul[61] Questlove 2021
102 Show Me the Father[62] Rick Altizer
103 Spider-Man: No Way Home[63] Jon Watts
104 Sing 2[64] Garth Jennings
105 American Underdog Erwin Brothers
106 Top Gun: Maverick[65] Joseph Kosinski 2022
107 The Woman King[66] Gina Prince-Bythewood
108 Till[67] Chinonye Chukwu
109 Jesus Revolution[68] Jon Erwin 2023
Brent McCorkle
110 Sound of Freedom Alejandro Monteverde
111 Taylor Swift: The Eras Tour[69] Sam Wrench
112 Renaissance: A Film by Beyoncé[70] Beyoncé
113 Ordinary Angels Jon Gunn 2024
114 Unsung Hero Richard Ramsey
Joel Smallbone
115 Sound of Hope: The Story of Possum Trot Joshua Weigel
116 The Forge Alex Kendrick
117 Super/Man: The Christopher Reeve Story[71] Ian Bonhôte
Peter Ettedgui
118 White Bird[72] Marc Forster

As of August 2024, 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). Two directors have made the list three times: Rob Reiner (1987, 1989, 1992), and Andrew Erwin (2015, 2018, 2021). The following directors have appeared on the list twice: Steven Spielberg (1982, 1993), 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).

List of "F" films

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

No. Title Director Year
1 Bolero[73][74][75] John Derek 1984
2 Eye of the Beholder[6][17][21][22][23] Stephan Elliott 1999
3 Dr. T and the Women[6][17][21][22][23] Robert Altman 2000
4 Lost Souls[6][17][21][22][23] Janusz Kamiński
5 Lucky Numbers[17][6][21][22][23] Nora Ephron
6 Darkness[6][17][21][22][23] Jaume Balagueró 2002
7 Fear Dot Com[6][17][21][22][23] William Malone
8 Solaris[6][17][21][22][23] Steven Soderbergh
9 In the Cut[6][17][21][22][23] Jane Campion 2003
10 Alone in the Dark[6][17][21][22][23] Uwe Boll 2005
11 Wolf Creek[6][17][21][22][23] Greg McLean
12 Bug[6][17][21][22][23] William Friedkin 2006
13 The Wicker Man[6][17][21][22][23] Neil LaBute
14 I Know Who Killed Me[6][17][21][22][23] Chris Sivertson 2007
15 Disaster Movie[6][17][21][22][23] Jason Friedberg
Aaron Seltzer 		2008
16 The Box[6][17][21][22][23] Richard Kelly 2009
17 Silent House[6][17][21][22][23] Chris Kentis
Laura Lau 		2011
18 Killing Them Softly[6][17][21][22][23] Andrew Dominik 2012
19 The Devil Inside[6][17][21][22][23] William Brent Bell
20 mother![6][17][21][22][23][76] Darren Aronofsky 2017
21 The Grudge[6][21][22][23][77] Nicolas Pesce 2019
22 The Turning[6][21][22][23][78] Floria Sigismondi 2020

References

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