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Compared with the usual way

SEATmio vs tracking surveys

Surveys measure what audiences say they will do. SEATmio measures what they bought, seat by seat.

How it is usually done

Before a release, research companies such as National Research Group (NRG) and Greenlight Analytics, which acquired The Quorum in 2025, survey audiences about awareness, interest and intent to see a film. Comscore's PostTrak polls audiences as they leave the cinema. Results mostly go to studio clients.

The usual way is enough when

  • You need to know who the audience is and why: demographics, awareness, intent.
  • Tickets are not on sale yet.
  • You are testing trailers and marketing.

SEATmio is the better fit when

  • Tickets are on sale and you want to see what people buy, not what they say.
  • You need results in markets surveys do not cover.
  • You need detail per chain, cinema and screening.

Side by side

What is measured
The usual wayAwareness, interest and intent to watch, from survey answers.
SEATmioSeats sold in each screening, and so tickets and occupancy. Not revenue.
Where the data comes from
The usual wayOnline and mobile surveys, exit polls.
SEATmioThe seat maps cinemas publish for online booking. No agreements with cinemas, no personal data.
When you see it
The usual wayWeeks before release, usually weekly.
SEATmioSame day. Presales are read repeatedly before release, the final read minutes before the show.
Level of detail
The usual wayPer film and audience segment.
SEATmioEach screening in each room, rolling up to cinema, chain, film and market.
Before release
The usual wayStated intent, not tickets.
SEATmioA presale curve per film, compared with similar films, and an opening-week projection.
Coverage
The usual wayMostly the US and the largest markets.
SEATmio13,162 cinemas in 124 countries.
Access
The usual wayMostly studio clients, results confidential.
SEATmioBy agreement after a short call, with a trial scoped to your markets, chains or titles.

Using both

Surveys explain demand, SEATmio measures it. Intent weeks out plus presale pace from the seat maps give a fuller picture than either on its own.

Where SEATmio falls short

A fair comparison has to say this too.

  • SEATmio estimates tickets from seat maps. It does not measure box office revenue, and seats sold at the counter after our last read are not included, so our figures can differ from official grosses.
  • We only see chains that publish seat maps online. Some chains and markets are missing, and some are read less often than others.
  • For most chains our history starts when we began reading them. Presale curves are recorded from September 2026, so comparisons with past releases get richer over time.
  • We count seats, not people: no demographics, awareness or intent to watch.

See your market in SEATmio

Tell us which markets, chains or titles you follow. We reply within one working day and show you real data on a short call.

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Sources

  1. Greenlight Analytics
  2. The Quorum acquired by Greenlight Analytics, Deadline (2025)
  3. NRG acquired by Stagwell, Variety (2015)
  4. Comscore PostTrak exit polling

The description of industry practice is based on the public sources listed above, checked on 2026-09-27. Corrections are welcome at [email protected].