Ed Mintz, the founder of the influential audience polling service CinemaScore, passed away on February 6 at the age of 83. Mintz’s contribution to the film industry was immeasurable, as he revolutionized the way studios and exhibitors gauge audience reactions to movies. Let’s take a closer look at Mintz’s life and his remarkable achievements.
A Barometer for Box Office Success
CinemaScore has been a trusted name in the industry since its inception in the early 1980s. Mintz’s mathematical genius led to the development of the renowned “Coca-Cola” algorithm, which has served as a domestic box office barometer for movie openings. The algorithm assigns letter grades to films, with an A+ signifying a potential 4.8x multiple of its U.S./Canada box office opening. Mintz’s system provided invaluable insights to studios and exhibitors, helping them chart the course for their movie campaigns.
A Lifelong Passion
Mintz’s journey to creating CinemaScore began in 1978, after a disappointing movie experience. Feeling misled by a critic’s glowing review, Mintz had a revelation: Why not gather opinions from hundreds of fans who watched the film? With this idea in mind, CinemaScore was born. Mintz’s vision was to provide moviegoers with a reliable assessment of whether a film was worth their time and money.
From Temple to Hollywood
Mintz’s innovative polling method took inspiration from unlikely sources. While attending a high-holiday Jewish service at a temple, he received a pledge card with perforated amounts to donate. This inspired the creation of CinemaScore’s audience polling ballot, eliminating the need for pens and pencils. Mintz also developed the “super sauce” algorithm that is still in use today, solidifying CinemaScore’s position as one of Hollywood’s iconic sources for measuring a movie’s overall success.
A Valued Resource for the Industry
CinemaScore quickly gained recognition in the film industry, with Mintz personally signing audience-service contracts with Hollywood studios. Distribution executives often stayed up late on a film’s opening night, eagerly discussing or embracing its CinemaScore grade. Mintz’s grading system, much like ticket sales, was always a reliable indicator of a movie’s reception.
Beyond the Silver Screen
Mintz’s influence extended beyond the film industry. In the mid-1980s, he secured an essential breakthrough for CinemaScore when AMC Theatres recognized the value of his polling service in determining which movies to book in their multiplexes. Furthermore, Mintz’s expertise was sought after by businesses outside of entertainment. He created CinemaScore surveys for product-placement companies and conducted research for Anheuser Busch for nearly 25 years. Even Las Vegas casinos relied on Mintz’s expertise when making decisions about slot machine additions.
A Lasting Legacy
Ed Mintz’s impact on the entertainment industry cannot be overstated. His creation of CinemaScore, his commitment to accurate audience polling, and his invaluable insights have made him a true pioneer and visionary. The impact of his work will be felt for years to come. Mintz’s dedication and contributions have earned him the admiration and respect of industry professionals, with Warner Bros. Domestic Distribution Chief Jeff Goldstein referring to him as an “A+++” figure in the history books.
As we bid farewell to Ed Mintz, we remember his significant contributions and the enduring legacy he leaves behind. The film industry has lost a visionary, but his influence will continue to shape the way we understand and appreciate movies.
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