Movie studios get a percentage of ticket sales. How do they know that cinemas, especially small independent ones, are reporting their ticket sales correctly? Couldn’t a cinema just claim that a screening had 20 paying viewers when in reality they sold 300 and keep the entire extra revenue for themselves? Or do cinemas have to pay per screening regardless of how many people are in the cinema?
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There is a 3rd party company named Rentrak (that was recently bought by comScore) that collects the numbers and submits them to the studios. They randomly send out counters that go to the movies and count heads and compare that to the submitted values.
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