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Hollywood Thinks Its Market Research Is Awful
"Audience tracking, a cottage industry created in the 1970s, works principally by polling viewers at test screenings to gauge interest and awareness of a film, or over opening weekend to provide a window on a movie's demographics. ... Many in the film industry believe that current tracking systems, which have been loudly criticized this summer for considerable inaccuracies in predicting opening weekend box office, are in dire need of improvement to better determine the viewing habits of today's moviegoers."
Posted September 27, 2013 12:57 AM
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