Rentrak to measure Chinese cinema attendance

The measurement, which has already gathered two years of historical data in China, provides the movie industry with real-time box office results from the world’s second-largest box office market.

When Rentrak started this service in China, only 2,000 theaters were reporting daily theater-level grosses. Today, more than 2,500 theaters report — accounting for 95% of the market in China according to the measurement company.

“Our theatrical business is all about growth, and China is the fastest-growing theatrical market,” said Ron Giambra, president of theatrical worldwide at Rentrak. “As international box office revenue continues to grow in China, our expanded measurement is vital in helping serve our studio clients all over the world.”