MUMBAI: Rentrak has partnered with MovieTickets.com, the provider of advance movie ticketing, representing 28,000 screens, to co-develop products that unlock a suite of marketing, planning and ROI measurement tools for the movie and television industries.

Rentrak will link its merged TV viewing and box office sales ticket information with MovieTickets.com's individual-level ticket purchasing information, in a privacy compliant way, to help studios and TV programmers better target television advertising and interpret the effectiveness of their ad campaigns.

Together, Rentrak and MovieTickets.com information creates a suite of products that will connect the ecosystem of TV viewers and moviegoers. The products will include a combination of movie data and demographic household information that will allow film distributors, theater owners, movie studios, advertising agencies, MPVD operators and television programmers to more precisely target audiences.

“As MovieTickets.com continues to build out and focus on research initiatives, Rentrak is a perfect fit for us. We’re combining our strengths to deliver authoritative solutions that will contribute to an improved media planning process,” said MovieTickets.com CEO Joel Cohen.

“Rentrak is delighted to partner with MovieTickets.com to launch technology that combines our expertise with theirs. This partnership combines two of Rentrak's areas of expertise: Movies and Television. Combined with our other analytics, these products further strengthen our ability to help the movie and television industries,” added Rentrak CEO and vice chairman Bill Livek.