Comscore expands box office measurement in Africa

Its expanded reporting will account for more than 95% of all revenue and admissions collected in nine African countries.

This follows its previous expansion, in October 2018, to real-time box office and polling with its PostTrak tool in Australia, Germany, Mexico and the UK.

Jim Zak, senior vice-president of theatrical for Comscore, said: "As the international box office continues to grow in importance for the industry, Comscore is giving our partners the ability to leverage audience insights from a massive, and relatively untapped, key emerging market."

The African film market has developed considerably in recent decades. It houses a thriving local film industry in Nigeria known as ‘Nollywood’, which is one of the largest film industries alongside Bollywood and Hollywood. This box office measurement and reporting will give film distributors and exhibitors insights for the African market.