Created by Ajay Kumar
Last edited September 14, 2023

About:

For other uses, see film score.


Template:Use American English Template:Use mdy dates Template:Infobox company

CinemaScore is a 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 founded CinemaScore in 1979 after disliking The Cheap Detective despite being a fan of Neil Simon, and hearing another disappointed attendee wanting to hear the opinions of ordinary people instead of critics. A Yom Kippur donation card with tabs inspired the survey cards given to audience members.[1] The company conducts surveys to 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.[2]

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.[2]

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.Template:R A website was launched by CinemaScore in 1999,[3] 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.[4] 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.[5]

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.[5]

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.[6]

Since July 2014, CinemaScore reports its results also on Twitter.[7]

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.[8] 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 distributer Pure Flix Entertainment).

Rating

A CinemaScore survey card

CinemaScore describes itself as "the industry leader in measuring movie appeal".[9] 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.[10]Template:RTemplate:R 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.[11] CinemaScore typically receives about 400 cards per film;[12] the company estimates a 65% response rate and 6% margin of error.Template:R

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).[5] 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.Template:RTemplate:RTemplate:R

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".[11] 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 ConjuringTemplate:'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".Template:R

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.Template:R From 2000 to January 2020, there were 53 movies with "A+".[13][14] Template:As of, 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".Template:R (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.)Template:R

Template:Asof, 22 films have received an "F" grade.[16]Template:R[17][18][19] Vulture wrote that besides horror,[20]

Template:Quote

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.Template:R

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."[21] Mintz rejected being lumped in with Rotten Tomatoes, and defended their 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, and further defended the accuracy of their data and the correlation to box office results.[22]

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.[11] Hollywood executives are divided on CinemaScore's accuracy. One told Deadline Hollywood "It's not always right, but it's a pretty good indicator. I rely on it", while another said that competitor PostTrak was "much better...more thorough and in-depth".Template:R[23]

List of "A+" films

Template:Abbr Title Director Year
1 E.T. the Extra-TerrestrialTemplate:RTemplate:R Steven Spielberg 1982
2 GandhiTemplate:RTemplate:R Richard Attenborough
3 Rocky IIITemplate:RTemplate:R Sylvester Stallone
4 Star Trek IV: The Voyage HomeTemplate:RTemplate:R Leonard Nimoy 1986
5 The Princess BrideTemplate:R Rob Reiner 1987
6 Die HardTemplate:R John McTiernan 1988
7 Dead Poets SocietyTemplate:R Peter Weir 1989
8 Driving Miss DaisyTemplate:R Bruce Beresford
9 A Dry White SeasonTemplate:R Euzhan Palcy
10 Lean on MeTemplate:R John G. Avildsen
11 Lethal Weapon 2Template:RTemplate:R Richard Donner
12 When Harry Met Sally...Template:RTemplate:R Rob Reiner
13 Dances with WolvesTemplate:RTemplate:R Kevin Costner 1990
14 Beauty and the BeastTemplate:RTemplate:R Template:Ublist 1991
15 Terminator 2: Judgment DayTemplate:RTemplate:R James Cameron
16 AladdinTemplate:RTemplate:R Template:Ublist 1992
17 A Few Good MenTemplate:RTemplate:R Rob Reiner
18 The FugitiveTemplate:RTemplate:R Andrew Davis 1993
19 Homeward Bound: The Incredible JourneyTemplate:R Duwayne Dunham
20 The Joy Luck ClubTemplate:R Wayne Wang
21 Schindler's ListTemplate:R Steven Spielberg
22 Forrest GumpTemplate:RTemplate:R Robert Zemeckis 1994
23 Iron WillTemplate:R Charles Haid
24 The Lion KingTemplate:RTemplate:R Template:Ublist
25 Mr. Holland's OpusTemplate:R Stephen Herek 1995
26 Soul FoodTemplate:R George Tillman Jr. 1997
27 Star Wars (1997 re-release)Template:RTemplate:R George Lucas
28 TitanicTemplate:R James Cameron
29 MulanTemplate:RTemplate:R Template:Ublist 1998
30 Music of the HeartTemplate:R Wes Craven 1999
31 Toy Story 2Template:RTemplate:R John Lasseter
32 Finding ForresterTemplate:RTemplate:R Gus Van Sant 2000
33 Remember the TitansTemplate:RTemplate:R Boaz Yakin
34 Monsters, Inc.Template:RTemplate:RTemplate:R Pete Docter 2001
35 Antwone FisherTemplate:R Denzel Washington 2002
36 DrumlineTemplate:RTemplate:R Charles Stone III
37 Harry Potter and the Chamber of SecretsTemplate:RTemplate:RTemplate:R Chris Columbus
38 Finding NemoTemplate:RTemplate:R Andrew Stanton 2003
39 The Lord of the Rings: The Return of the KingTemplate:RTemplate:R Peter Jackson
40 The Passion of the ChristTemplate:RTemplate:RTemplate:R Mel Gibson 2004
41 The IncrediblesTemplate:RTemplate:RTemplate:R Brad Bird
42 The Polar ExpressTemplate:RTemplate:R Robert Zemeckis
43 RayTemplate:RTemplate:R Taylor Hackford
44 DreamerTemplate:RTemplate:R John Gatins 2005
45 Diary of a Mad Black WomanTemplate:RTemplate:R Darren Grant
46 Cinderella ManTemplate:RTemplate:RTemplate:R Ron Howard
47 The Chronicles of Narnia: The Lion, the Witch and the WardrobeTemplate:RTemplate:RTemplate:R Andrew Adamson
48 Akeelah and the BeeTemplate:RTemplate:R Doug Atchison 2006
49 Why Did I Get Married?Template:RTemplate:R Tyler Perry 2007
50 UpTemplate:RTemplate:RTemplate:R Pete Docter 2009
51 The Blind SideTemplate:RTemplate:R John Lee Hancock
52 The King's SpeechTemplate:RTemplate:R Tom Hooper 2010
53 TangledTemplate:RTemplate:RTemplate:R Template:Ublist
54 Soul SurferTemplate:RTemplate:R Sean McNamara 2011
55 CourageousTemplate:RTemplate:R Alex Kendrick
56 Dolphin TaleTemplate:R Charles Martin Smith
57 The HelpTemplate:RTemplate:R Tate Taylor
58 The AvengersTemplate:RTemplate:R Joss Whedon 2012
59 ArgoTemplate:RTemplate:R Ben Affleck
60 42Template:RTemplate:R Brian Helgeland 2013
61 Instructions Not IncludedTemplate:RTemplate:R Eugenio Derbez
62 The Best Man HolidayTemplate:R Malcolm D. Lee
63 FrozenTemplate:RTemplate:R Template:Ublist
64 Mandela: Long Walk to Freedom[24] Justin Chadwick
65 Lone SurvivorTemplate:RTemplate:R Peter Berg
66 America: Imagine the World Without Her[25] Template:Ubl 2014
67 The Good Lie[26] Philippe Falardeau
68 The Imitation Game[27] Morten Tyldum
69 SelmaTemplate:RTemplate:R Ava DuVernay
70 American SniperTemplate:RTemplate:R Clint Eastwood
71 War RoomTemplate:R[28] Alex Kendrick 2015
72 Un gallo con muchos huevos[29] Template:Ublist
73 WoodlawnTemplate:RTemplate:R Erwin Brothers
74 Miracles from HeavenTemplate:RTemplate:R Patricia Riggen 2016
75 Queen of KatweTemplate:RTemplate:R Mira Nair
76 Hidden FiguresTemplate:RTemplate:R[30] Theodore Melfi
77 Patriots DayTemplate:RTemplate:R[31] Peter Berg
78 The Case for Christ[32] Jon Gunn 2017
79 Girls TripTemplate:RTemplate:R[33] Malcolm D. Lee
80 A Question of Faith[34] Kevan Otto
81 WonderTemplate:R[35] Stephen Chbosky
82 CocoTemplate:RTemplate:R[36] Lee Unkrich
83 Black PantherTemplate:RTemplate:R[37] Ryan Coogler 2018
84 I Can Only ImagineTemplate:RTemplate:R[38] Erwin Brothers
85 Love, SimonTemplate:RTemplate:R[39] Greg Berlanti
86 Incredibles 2Template:RTemplate:R[40] Brad Bird
87 The Hate U GiveTemplate:R[41] George Tillman Jr.
88 Green BookTemplate:R[42] Peter Farrelly
89 Spider-Man: Into the Spider-VerseTemplate:RTemplate:R[43][44] Template:Ublist
90 UnplannedTemplate:R[45][46] Template:Ubl 2019
91 Avengers: EndgameTemplate:RTemplate:R[47] Template:Ubl
92 The Peanut Butter Falcon[48] Template:Ubl
93 OvercomerTemplate:R[49][50] Alex Kendrick
94 HarrietTemplate:R[51][52] Kasi Lemmons
95 Ford v FerrariTemplate:R[53][54] James Mangold
96 Just MercyTemplate:R[55][56] Destin Daniel Cretton
97 Summer of Soul[57] Questlove 2021
98 Show Me the Father[58] Rick Altizer
99 Spider-Man: No Way Home[59] Jon Watts
100 Sing 2[60] Garth Jennings
101 American Underdog Erwin Brothers
102 Top Gun: Maverick[61] Joseph Kosinski 2022
103 The Woman King[62] Gina Prince-Bythewood
104 Till[63] Chinonye Chukwu
105 Jesus Revolution[64] Jon Erwin
Brent McCorkle
2023
106 Sound of Freedom Alejandro Monteverde

As of 2023, only Jon Erwin has made the list four times: thrice with his brother (2015, 2018, and 2021) and once with Brent McCorkle (2023). Three directors have made the list three times: Rob Reiner (1987, 1989, 1992), Alex Kendrick (2011, 2015, 2019), 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), and George Tillman Jr. (1997, 2018).

List of "F" films

No. Title Director Year
1 Bolero[65][66][67] John Derek 1984
2 Eye of the BeholderTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Stephan Elliott 1999
3 Dr. T and the WomenTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Robert Altman 2000
4 Lost SoulsTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Janusz Kamiński
5 Lucky NumbersTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Nora Ephron
6 DarknessTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Jaume Balagueró 2002
7 Fear Dot ComTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R William Malone
8 SolarisTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Steven Soderbergh
9 In the CutTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Jane Campion 2003
10 Alone in the DarkTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Uwe Boll 2005
11 Wolf CreekTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Greg McLean
12 BugTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R William Friedkin 2006
13 The Wicker ManTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Neil LaBute
14 I Know Who Killed MeTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Chris Sivertson 2007
15 Disaster MovieTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Jason Friedberg
Aaron Seltzer
2008
16 The BoxTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Richard Kelly 2009
17 Silent HouseTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Chris Kentis
Laura Lau
2011
18 Killing Them SoftlyTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R Andrew Dominik 2012
19 The Devil InsideTemplate:RTemplate:RTemplate:RTemplate:RTemplate:R William Brent Bell
20 mother!Template:RTemplate:RTemplate:RTemplate:RTemplate:R[68] Darren Aronofsky 2017
21 The GrudgeTemplate:RTemplate:RTemplate:RTemplate:R[69] Nicolas Pesce 2020
22 The TurningTemplate:RTemplate:RTemplate:RTemplate:R[70] Floria Sigismondi

References

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