Comscore expands box office to Saudi Arabia

It will produce box office measurement data for all theatrical film releases across the country. Comscore captures 100% of box office revenue and admissions from each of the newly built cinemas.

This follows the opening of commercial cinemas across Saudi Arabia after a 35-year pause.

Arturo Guillen, senior vice-president and global managing director for Comscore Movies, said: "Our partners welcome the opportunity to leverage audience insights from a massive untapped market in which we expect to see rapid growth for the film industry. The Kingdom of Saudi Arabia is set to be a Top 10 cinema market over the coming years, and we look forward to helping the industry grow through our data and analytics."