Imax partnering with EntTelligence for audience measurement platform

Imax and EntTelligence signed a new agreement that gives Imax access to theatrical impression-based analytics. Under the agreement, Imax will gain access to EntTelligence’s platform, which provides analysis from over 3,000 theaters. EntTelligence’s proprietary approach homogenizes observed information from hundreds of theater chains, parses data by market, and offers features including daypart analysis where users can determine audience exposure of content including the ads/trailers within the given auditoriums.