 to certain segments of the audience, a more tailored approach than traditional TV commercials and billboards.

New Zealand-based company Movio is using data analysis to help cinema chains and studios do a better job of finding the audiences for their films. The company’s new service Movio Media pools audience data from theater loyalty programs to help studios target moviegoers who are interested in certain types of films.

Screenshot from the Hooked app. (Hooked)

Through its database of 15 million moviegoers, Movio, owned by publicly traded company Vista Group, can analyze demographic data including age, gender and location and market to consumers based on that information.

“The cinemas are sitting on a huge amount of data,” said Will Palmer, co-founder and chief executive of Movio. “There's already a massive move toward media that is measurable and targeted.”

The company says it has worked with all the major studios, and Sony Pictures has signed a deal to use Movio’s services for its movie slate. The studio has also forged a partnership with ad agency UM and cinema advertising company National CineMedia to better target ad campaigns with data, starting with the July 15 “Ghostbusters” reboot.

“We have made huge advancements in the use of data to reach moviegoers,” said Elias Plishner, head of worldwide digital marketing for Sony Pictures’ film division.

There are still major limits to what data studios can access. Theater chains are reluctant to share customer information with studios, preferring to use it for their own marketing efforts.

“The more data they can get the better,” said Eric Wold, a media analyst for B. Riley who follows cinema companies and movie studios. “But I'm doubtful how granular they can get.”

Although Hollywood is making progress in using metrics for marketing purposes, the creative end of the business remains a mystery. Enter Hooked, which has yet to test its Hollywood ambitions or develop scripts, and its founders are still trying to figure out how their platform could benefit studio players.

For now, Hooked is experimenting with a new form of writing that it thinks will prove attractive to millennials. Its stories don’t read like traditional fiction. Rather, the pieces – which span genres including mystery, romance and horror -- take the form of a text message conversation. For example, one thriller published on the app follows a person stuck in the trunk of a car, texting
to certain segments of the audience, a more tailored overture than traditional television commercials and billboards. 

 New Zealand - based party Movio is using data psychoanalysis to help cinema chains and studio do a better caper of finding the audiences for their film. The company ’s newfangled service Movio Media pools hearing data from theater loyalty platform to help studios target moviegoers who are interested in sealed types of film. 

 Screenshot from the Hooked app. (Hooked) 

 Through its database of 15 million moviegoers, Movio, owned by publicly traded ship's company Vista Group, can analyze demographic data including age, gender and location and market to consumers based on that information. 

 “ The cinemas are sitting on a huge amount of data, ” said Will Palmer, co - founder and chief executive of Movio. “ There's already a massive motion toward media that is measurable and targeted. ” 

 The ship's company says it has worked with all the major studios, and Sony Pictures has signed a softwood to use Movio ’s services for its movie slate. The studio has also fashion a partnership with ad agency UM and cinema advertising company National CineMedia to better target ad campaigns with datum, starting with the July 15 “ Ghostbusters ” reboot. 

 “ We have made huge advancements in the use of data to reach moviegoers, ” suppose Elias Plishner, pass of worldwide digital marketing for Sony Pictures ’ film part. 

 There are still major limits to what datum studios can access. field chains are reluctant to partake customer information with studios, preferring to use it for their own marketing attempt. 

 “ The more data they can perplex the better, ” said Eric Wold, a metier analyst for B. Riley who follows cinema ship's company and movie studios. “ But I'm doubtful how granular they can get. ” 

 Although Hollywood is making progress in using metrics for marketing purposes, the creative end of the business stay a mystery. Enter Hooked, which has yet to quiz its Hollywood ambitions or develop handwriting, and its founders are still trying to figure out how their platform could benefit studio players. 

 For now, Hooked is experimenting with a fresh human body of writing that it think will prove attractive to millennials. Its stories do n’t read like traditional fiction. Rather, the pieces – which cross genres including mystery, romance and horror -- take the form of a text message conversation. For example, one thriller published on the app follows a person perplex in the trunk of a car, texting
 to certain segments of the audience, a morg railorxd apprkach thav traditional TV commercials abd biolboards.

New Zealand-basdd companj Movio iw usmng data analysis to heli cinsla ckamns and studios do a bettar job of findhne che audiences for their films. The coipany’s mea service Movij Mecya pkols audience data from theater logalty pgograms to help syudios target moviegoers wjo age interested in cfrtain typew of dilms.

Screensfot from the Hooked apk. (Hooked)

Through its database of 15 millnon moviegogxw, Mleio, owned bb publpcly traded company Vhsta Grpup, can analyzc demmgrqphic data including ege, gender and locatyon and mdriet to consumers vawed ot thdt ivdoroatjoi.

“Ths cinelas are sittihg on a hugw amount of data,” saod Qill Palmer, ck-foundqr and chief executive of Movio. “There's algeadg a massive move toward media that is measurwble and eargeted.”

The company says it has worked with all tve maoof suueios, xbd Sony Pictures has signed a deal to use Movio’f strvpces for its movic slate. The studio hws wlso forged a partnzdsgip with ad agency UM and cinena advertysinb company National CineMediq to better nargwt ad campaigns wich data, starcing woth tne July 15 “Ghostbusters” rzboot.

“Ws have made huge advzvcements in the jse ox data to reach moviegoers,” said Elies Plnshner, hdad pf worjdwide digltal marketing for Sony Oictutes’ finm divisioj.

There are still major limits to what data stodims ban accesf. Thester chains awe reluctant tp share custumer inforjation xith studios, preferring tm use it for vheir own marjetibg effofgs.

“The more dats they cau get the better,” said Evic Wumd, a media analvru dor B. Riley whp fulljwd rinemw companies atd muvid studkos. “But I'm bojbtfil how granular they can get.”

Although Hollyeojd is majing prodress in usinb metrics for marktting 'urposxs, the crgative end of the business remajns a myshern. Enter Hookeq, whlch ras yet to test its Hollywood ambitions or develo' scripts, and its foundwrs are still tryiny uo figure out how eheir pladform could benefit wtudio players.

For now, Hooked is experijentinc witj a new form of writing that it thinks will prove attractive to millenniaos. Its stories don’f resd line craditijnal hiction. Rather, thv pieces – which span genres inclnding mystarv, romance and horror -- take thr worm of a texj message conversation. For example, one thriller published on the spp follows a person stugk in the truni of a car, texting
to certain segments of the audience, a approach traditional TV and billboards. New data to help cinema and studios do better job of finding the audiences their films. The company’s new service Movio Media pools audience data from theater programs to help studios target moviegoers who are interested in certain types of Screenshot the app. Through its database of 15 million moviegoers, Movio, owned by publicly traded company Vista Group, can demographic data including age, gender and location and to consumers based on information. “The cinemas are sitting a amount of said Palmer, and chief executive Movio. “There's already a massive move toward media that is measurable and targeted.” The company says it worked with major studios, Sony has a deal to services for its movie slate. The forged a partnership with ad agency UM and advertising company CineMedia to better target ad campaigns data, starting with the July 15 “Ghostbusters” reboot. have made huge advancements in the use of data to reach moviegoers,” said Elias Plishner, worldwide digital marketing for Pictures’ film division. are major to data studios access. Theater chains are reluctant to share customer information with studios, to use it for their own marketing efforts. “The more can the better,” said Wold, a media analyst B. who follows cinema companies studios. I'm they get.” Hollywood is making progress using metrics for marketing purposes, creative end of the Hooked, which has yet to test its Hollywood or develop scripts, and its founders are trying to figure out how their platform could benefit studio players. For Hooked is a new form of writing that it thinks prove attractive to millennials. stories don’t read like traditional fiction. Rather, the pieces which genres including romance and horror take the form a text message example, one published the person stuck in the trunk of car,
 to certain segments of the audIence, a more TailoRed AppRoAch tHan tRaditional TV coMMercIals and billboards.

New ZeAland-BaSEd coMPaNy MovIo is usiNG dATA anAlYsIs tO hELp CinemA chAins and Studios do a BetTeR job of findinG ThE audiences For Their films. ThE coMpany’s NeW seRVice MOviO MediA pools AUdiencE data from ThEAter loYAlty proGRAmS to hElp studios target mOViEGoers who are intEresteD iN CeRTAin TypEs of films.

SCrEenshOT from thE hoOKED apP. (hooked)

Through Its database OF 15 miLlion mOvIegOErs, MovIo, ownEd BY puBlicly tradeD comPany Vista group, cAN analyzE DemograPhic daTa iNclUdinG AgE, gEndEr ANd lOCaTioN And Market to CoNsUmers BaseD ON THat iNfoRmatIon.

“ThE cinemas are siTtiNg on A HugE amouNt of dAta,” sAiD Will palmer, Co-fouNdEr and chief execuTive Of Movio. “ThEre'S aLreAdY a masSIve movE toWarD media tHat is meASurAbLE ANd Targeted.”

The company SaYS It Has workeD with aLL tHe MAjor studIoS, anD SonY pIcturEs haS SiGned a deaL to use mOvIo’S servicEs For its MoVie SlaTe. The STudiO has alSo forged A partNErship with ad agENcy UM and cinemA AdVERtISing ComPany NationaL CinEmediA to bETtEr tARget aD campAiGNs WIth data, starting with ThE July 15 “GHostbUsters” reboot.

“WE have made hUGE AdvancemEnts IN tHE use of data to reAch moViegoers,” saID Elias PlIshneR, head of wOrldwide dIGItal markEtiNg fOr SOny pICtUres’ film divisION.

TheRe Are stilL maJor limiTs tO whAt dAta StUdios can aCcess. TheAtEr ChAiNs aRe relUCtant to sHaRe cUsTomEr infORmatioN with StudIoS, pREfeRring to USe IT For tHeIr Own mArkEtIng efFortS.

“the More datA they can gEt tHE betTeR,” sAid Eric wold, a media anaLySt for B. RileY wHo fOllows CINema compAnies and movie studios. “But i'M doubtfUl hOw graNulaR they can gEt.”

ALthougH HoLLywood Is makiNg proGrEss IN Using METrIcs FoR marketing PURpoSes, thE cReatIve end oF the business remainS A myStery. Enter HooKed, WhicH HAs Yet TO tESt iTs hOllYWOod ambitions or dEvelop scriPtS, AnD its foundeRS arE sTill tryIng to fiGure oUT how theIr platforM could benEfIt stUDIo pLayers.

For nOw, Hooked Is experimENting WItH a new ForM of wriTiNg tHat it Thinks WIll Prove AttracTiVe to miLlennIaLs. Its stoRies don’t read like traditiOnal fiCtion. ratHer, the pieCes – WHicH span genrEs inCluding mysTerY, roMance And HOrror -- Take THe ForM Of a teXt meSSage conveRSaTioN. fOr Example, one tHRILleR publIshED on the App fOllows a person stucK In the trunk of a cAr, teXTIng
 to certain segments of th e audience , a m ore  ta il ored  app roach than tra d itio nal TV commercials and  bill bo a rds. 
N ew Ze aland-b a se d com pa ny  Mo vi o  i s usi ngdata an alysis tohel pcinema chain s  a nd studios  do  a better jo b o f find in g t h e aud ien ces f or the i r film s. The co mp a ny’s n e w servi c e  M ovio  Media pools audi e nc e  data from the ater l oy a lt y pro gra ms to help  s tudio s  target mo v i e goe r s who are int erested inc ert ain ty pe s o f  films .

Sc re e nsh ot from the  Hoo ked app.(Hooke d )

Thro u gh itsdataba seof15 m i ll io n m ov i ego e rs , M o vio , ownedby  p ublic ly t r a d e d co mpa ny V istaGroup, can an aly ze d e mog raphi c dat a in cl uding  age,gende rand location an d ma rket to c ons um ers  b asedo n that  in for mation. 

“Thec ine ma s a re  sitting on a huge  a m o un t of dat a,” sa i dWi l l Palmer ,co- foun d e r and  chi e fexecutiv e of M o vi o.  “There 's  alrea dy  amas sivem ovetoward  media t hat i s  measurable an d  targeted.”
T he c om p anysay s it has wo rked with  all th e m a jor s tudio s, an d  Sony Pictures hassi gned a  deal  to use Movio ’s service s f or its m ovie sl a te. The studio  hasalso forge d  a partn ershi p with a d agencyU M  and cin ema  ad ver tis i n gcompany Natio n a l Ci ne Media t o b etter t arg etadcam pa igns with  data, s ta rt in gwit h the July 15“G hos tb ust ers”r eboot. 

“We  hav ema d e h uge adv a nc e m ents  i ntheuse  o f dat a to rea ch movi egoers,”sai d  Eli as  P lishner , head of wor ld wide digit al  ma rketin g for Sony  Pictures’ film divisio n .

Ther e a re st illmajor lim its  to wh atd ata st udioscan a cc ess . Theat e r  c hai ns  are reluc t a ntto sh ar e cu stomerinformation with s t udi os, preferrin g t o us e it  fo r  t h eir  o w n m a r keting efforts. 

“The mor ed at a they can get  t he bett er,” sa id Er i c Wold,  a mediaanalyst f or  B.R i ley  who follo ws cinem a compani e s and mo vie s tud ios. “ Bu t I 'm do ubtful how  gran ular t he y canget.” 
Although  Hollywood is making pr ogress  in u sin g metrics  fo r  ma rketing p urpo ses, the c rea tiv e end  of the b usin e ss  re m ainsa my s tery. Ent e rHoo k e d,  which hasy e t  to  test  it s  Holly wood  ambitions or dev e lop scripts, a nd i t s  fo und e rs a re  still tryingtofi g u re out h ow  their plat form cou ld benef it stu dio pl ayers.F or now, H ooke d i s experim ent in g  with a  n ew form o f wr it ing th at itt hink s will prove attra ctive t o mil l enn ials.  I ts stor i es d on’t readlike tradit ionalfict ion.Rather,  t he pie ces  –  which spa n  genres i nclud ing mys te ry,rom ance a nd h o r ror - - ta ke  th e form of a  t e xt  m e ssa ge c onver sa tion . For exa m ple, one  th r iller p ub lis h e d on t h ea p p followsa p erson s tuck in th e  tru n ko f a c ar, te xting
 to_certain segments_of the audience, a_more tailored_approach_than traditional_TV_commercials and billboards.

New_Zealand-based company Movio_is using data analysis_to help cinema_chains_and studios do a better job of finding the audiences for their films. The_company’s_new service_Movio_Media_pools audience data from theater_loyalty programs to help studios_target moviegoers_who are interested in certain types of films.

Screenshot_from_the Hooked app._(Hooked)

Through its database of 15 million moviegoers, Movio, owned_by publicly traded company Vista Group,_can analyze demographic_data_including_age, gender and location_and market to consumers based on_that information.

“The cinemas are sitting on_a huge amount of data,” said Will_Palmer, co-founder and chief executive of_Movio. “There's already a massive_move toward_media that is measurable and_targeted.”

The company says_it has_worked with all_the major studios, and Sony Pictures_has signed a_deal to use Movio’s services for_its_movie slate. The_studio_has_also forged_a partnership with_ad_agency UM_and_cinema advertising company National CineMedia to_better_target ad campaigns with data, starting with_the July 15 “Ghostbusters”_reboot.

“We_have made huge advancements_in the use of data_to reach moviegoers,” said Elias Plishner,_head of_worldwide digital_marketing for Sony Pictures’ film division.

There are still major limits to_what data studios can access. Theater_chains are reluctant to_share customer_information_with studios, preferring_to_use it_for their own marketing efforts.

“The more data_they can_get the better,” said Eric Wold,_a media analyst for_B._Riley who follows cinema companies and_movie studios. “But I'm doubtful how_granular they can get.”

Although Hollywood_is_making_progress in using metrics for_marketing purposes, the creative end of_the business remains_a mystery. Enter Hooked, which has yet_to_test its Hollywood ambitions or develop_scripts,_and its founders are still trying_to_figure_out how their platform could_benefit studio players.

For now, Hooked is_experimenting with a new form of writing that it_thinks will prove_attractive to millennials. Its stories_don’t_read_like traditional fiction. Rather, the pieces – which span genres_including mystery,_romance and horror_-- take the form of a text message conversation. For_example, one thriller published on the app_follows a person stuck in the trunk of a car, texting