Tracking movie collections accurately can be quite a tough task in the absence of a proper mechanism. To ensure accuracy, the entertainment industry uses the services of measurement and research agency Rentrak. Rentrak is the official tracking portal installed in theaters to track the gross Collections. This system has been implemented and running successfully in many countries.
Around three years ago, Rentrak’s parent company Comscore planned to start its services in India
Rentrak has been installed in many major multiplex chains across in India and has been tracking and analysing gross figures.
The global measurement and tracking organization planned to expand its network to Telugu states as well. However, this move reportedly has been strongly opposed by two top producers in Tollywood. The producers who own multiple theatres across the Telugu states have opposed installing the system.
As of now, very few multiplexes in Telugu states use Rentrak. While the system might face certain technical hurdles in installation in single screens. It is overall a great idea to have a solid mechanism to track the box-office figures accurately.
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