Film-Tech Forum ARCHIVE: Tracking Numbers

This is topic Tracking Numbers in forum Ground Level at Film-Tech Forum ARCHIVE.

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Posted by Alex Shultz (Member # 5027) on 04-12-2010, 11:46 PM:

When I'm booking a film the agent will sometimes talk about how well a film is "tracking" and then give some numbers and compare films based on those numbers.

What are tracking numbers? Does anyone actually use them? Are they a kind of black-magic-voodoo for the studios but nobody really understands them?

Posted by Mike Blakesley (Member # 26) on 04-13-2010, 12:16 AM:

Tracking refers to screenings. They do test screenings and ask people for their opinions. The "tracking numbers" are just a way of saying how people voted in the surveys after the screenings.

Posted by Lyle Romer (Member # 1266) on 04-13-2010, 01:12 AM:

The tracking that I am familiar with is a measure of how well known a movie is. The higher the number the more people are "aware" of it.

It doesn't always translate into opening weekend gross. Kids movies always track low.

Posted by Edward Havens (Member # 4715) on 04-13-2010, 02:22 AM:

Tracking is a very detailed listing each week, often running over 70 pages, of how different age groups, sexes and races are anticipating future releases. However, most people only care about the "top three" boxes: General Awareness, Definite Interest and First Choice.

For example, the week before they opened in 2008, The Incredible Hulk was at 98, 36 and 21, and The Happening was 76, 39 and 19. Hulk opened to $55.4m, while The Happening opened to $30.5m, so there isn't always a correlation between numbers. Just because Movie V earned W opening weekend when was tracking at X, Y and Z does not mean Movie A will made B opening weekend because it is tracking at C, D and E.

Posted by Mike Frese (Member # 4361) on 04-13-2010, 12:22 PM:

I occasionally hear a studio rep mention how well a movie is tracking but it is usually well after the booking has been confirmed.

Since we are a mainstream theater, knowing what to book is fairly simple. Since I am low on the totem pole, I also do not have much ability to wait at the last minute to book a movie. Meaning that I have to ask for a movie before any tracking info. might be available.

Posted by Chase Taylor (Member # 778) on 04-13-2010, 01:29 PM:

What service puts out these numbers, and how do we get them?