US-based customer intelligence firm Market Force Information has launched two cinema monitoring services to help Hollywood studios measure the success of their movie trailers.

The company offers services including mystery shopping, merchandising and retail audits and customer surveys, for multi-location businesses such as retailers, restaurants, financial institutions, entertainment studios and CPG companies. Last September, it raised $15m earmarked for organic growth and acquisitions, following its earlier takeover of UK-based mystery shopping specialist Retail Eyes.

The new service includes a weekly ‘Syndicated Trailer Report’, which provides data on trailer placements, as well as feedback on competitors’ trailers. Additionally, the firm has launched the ‘Customer Intelligence Platform for Theatre’, offering a graphical reporting system that provides data and analysis on trailer placements, theatre and trailer trending, and audience reactions.

Jim Radcliff, President of Theatrical Services, comments: ‘Speed-to-data isn’t just virtue in the motion picture industry, it’s a necessity to drive business decisions that maximize revenue potential. Our reports are comprehensive, easy to consume and, above all, they’re delivered faster than others, with first-show reports available in real time beginning on Friday, and virtually all reporting available through the system by the end of the weekend.’

Web site: www.marketforce.com .

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