Curtain Up in China for Rentrak Movie Measure

Multi-screen measurement specialist Rentrak has extended its International Box Office Essentials service to China, where it will report daily theatre-level information for what it describes as the world's fastest-growing movie market.

Box Office Essentials and its International counterpart provide box office intelligence for movie studios. In January, the firm extended the service to India, having launched last year in Malaysia and Singapore. It already measures box office information in Hong Kong and Macau, Japan, South Korea and Taiwan.

Last year, China's state news agency Xinhua reported that moviegoers in China spent seventeen billion yuan ($US 2.78bn) on tickets, up 30% from the previous year and turning the country into the second largest movie market in the world.

Ron Giambra, Rentrak's President of Theatrical Worldwide, says the new product for China has already gathered two years of historical data. 'As international box office revenue continues to grow in China, our expanded measurement is vital in helping serve our studio clients all over the world,' he adds.

Web site: www.rentrak.com .