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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. Rentrak's PostTrak polls audiences as they leave the theater. 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.
  • You need stated intent from a representative sample before tickets go on sale.
  • 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.
  • You want an interest index per country before tickets go on sale, without commissioning a survey.

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. Revenue is estimated from those tickets at each country's average ticket price.
Where the data comes from
The usual wayOnline and mobile surveys, exit polls.
SEATmioThe seat maps theaters publish for online booking. No agreements with theaters, 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 theater, chain, film, and market.
Before release
The usual wayStated intent, not tickets.
SEATmioPresales per film, day by day, by country, and by chain, from the day the first chain opens sales to the premiere.
Coverage
The usual wayMostly the US and the largest markets.
SEATmio31,979 theaters in 159 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 who the audience is and why. SEATmio shows interest per country from public signals, then measures the tickets themselves, seat by seat. Together they 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, and revenue from those tickets at each country's average ticket price. It does not report box office takings, 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. Presales are recorded from September 2026, so comparisons with the presales of earlier releases will come once there is enough history.
  • We count seats, not people: no demographics and no surveys. Our interest index is built from public signals, not from asking audiences.

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 2026-10-05. Corrections are welcome at [email protected].