The New Zealand-based marketing data, analysis and campaign creation and management specialist Movio has launched its product allowing studios and distributors to track film-goer behavior.

Movio Media will enable marketing clients to analyse and connect with film-goers attending more than six films a year for targeted messaging and interactive conversation.

Movio said nearly 21% of screens worldwide are hooked up to its Movio Cinema platform that maintains real-time data on loyalty activity transactions of customers at the leading chains.

Movio operates in North America, the UK, China, Mexico, Australia and New Zealand, Turkey, Vietnam, Thailand and Malaysia and is targeting expansion in Latin America and Asia-Pacific.

The new product is based on big data and algorithms and is designed to offer marketing executives insight into when people go to the cinema and their demographic group.

“Now movie marketers can work with the actual, real-time feedback of millions of people,” said Movio CEO William Palmer, who founded the company in 2010 after jointly running an agency specialising in loyalty programmes, data analytics and campaign management.

“Movio Media can be utilised in a multitude of ways, including market research through polling, surveys, fine tune trailers through testing, and providing interactive communication with the moviegoer.

“That’s why our studio and distribution partners are so excited. The days of having interns with clipboards at the back of a preview screening are over. Movio Media aggregates data across a region to provide film distributors and studios with comprehensive market data, delivering crucial audience insights and innovative campaign solutions never before available.”

“At Regal Entertainment Group, we pride ourselves on being at the forefront of the film industry, so our partnership with Movio is a perfect fit,” said Ken Thewes, CMO at Regal Entertainment Group.

“While it is early days, we are impressed by the breadth and depth of demographic and transactional data about active movie-goers available in the Movio Media platform, as well as the ability to contact these individuals and track their activity right through to purchasing tickets,” said Lewis Oberlander, svp of market research at Warner Bros.