Rentrak claims that PreAct is a movie-industry first combining Rentrak’s box office measurement with Crimson Hexagon’s social media analysis capabilities and data analytics developed by start-up Reactor Research.

The service aims to give studios and distributors insight that can help gauge interest and performance of theatrical marketing campaigns up to 52 weeks before a film’s release.

Rentrak’s president of Theatrical Worldwide Ron Giambra said: “Moviegoers are forming opinions earlier than ever before, and PreAct quantifies these insights and provides a game-changing opportunity to course correct during the critical marketing stages of theatrical motion pictures.”