The film industry mourns the loss of Ed Mintz, the founder of CinemaScore, who passed away at the age of 83. Mintz revolutionized audience polling with his mathematical “Coca-Cola” algorithm, creating an indispensable tool for studios and exhibitors. His legacy lives on through his sons, Harold and Ricky Mintz, who continue to operate CinemaScore.
Mintz’s inspiration for CinemaScore stemmed from a personal disappointment. While eagerly anticipating a movie, Mintz found himself let down by a critical review that did not align with his taste. This experience led him to question why a single critic’s opinion should hold so much weight. He believed that the collective feedback of fellow moviegoers would provide a more accurate measure of a film’s worth. Thus, CinemaScore was born.
A moment of serendipity occurred while Mintz attended a high-holiday Jewish service. He was handed a pledge card with perforations for donation amounts, which sparked the idea for CinemaScore’s iconic audience polling ballot. Mintz developed and refined the “super sauce” algorithm, which became an invaluable resource for Hollywood in gauging a film’s overall success.
In an era dominated by social media and an overload of information, Mintz’s creation stood as a beacon of simplicity and accuracy. CinemaScore provided a singular score synthesized from complex data, guiding the future campaigns of movies. Executives relied on Mintz’s grading system, staying up late on opening nights to debate or embrace a film’s CinemaScore grade. The grades consistently aligned with box office performance, earning the trust of industry professionals.
Mintz’s relentless effort to promote CinemaScore led him to strike a deal with AMC theaters in the mid-1980s. This partnership proved the value of CinemaScore in determining which films should be booked in the multiplexes. Mintz’s impact did not go unnoticed, as former Warner Bros. Distribution Chief Dan Fellman acknowledges his pioneering vision and labels him a pioneer and visionary in the field.
Mintz’s dedication to his craft reached a pinnacle moment in 2018 when he had the honor of meeting Dwayne Johnson, who referred to him as an “icon.” This encounter served as a testament to Mintz’s enduring legacy and the impact of his creation, CinemaScore.
Born on December 24, 1940, Mintz’s brilliance was evident from an early age. He graduated from the University of Wisconsin, majoring in math, and went on to found Dentametics, a company that introduced computerized billing for the dental industry. Mintz’s expertise in computer programming allowed him to develop his software, enabling him to create reports that showcased CinemaScore’s results. His commitment to his work extended even to using DOS, a computer language long after its obsolescence.
CinemaScore’s impact transcended the realm of filmmaking. Mintz utilized his polling system to conduct surveys for companies in the product-placement industry and performed research for Anheuser Busch for over two decades. Las Vegas casinos also relied on CinemaScore for insight when making decisions about slot machine additions.
Ed Mintz will be forever remembered as an innovator and pioneer in the entertainment industry. His creation of CinemaScore established an essential global rating benchmark, shaping the way movies are perceived and marketed. As the film industry bids farewell to Mintz, his legacy continues to guide and inform the decisions of moviegoers and industry professionals alike.