… For decades, tracking was used by studios to determine filmgoer interest ahead of a new movie’s release and tell marketing executives where to spend their ad dollars. … But at a time when tracking’s influence on a film’s box-office fate has never been greater, chronic inaccuracies have led industry observers and some studio chiefs to conclude that tracking may no longer be a dependable box-office barometer. …
Citing issues similar to those faced by election-year pollsters, some studio marketing executives privately fear that tracking’s respondents are not only less diverse but have been over-polled, succumbing to a kind of survey fatigue. [cont.]
Chris Lee, Los Angeles Times