The recent passing of Ed Mintz, the founder of CinemaScore, has left a significant void in the motion picture industry. Mintz, who died at the age of 83, was a visionary whose mathematical genius and innovative thinking revolutionized the way movies were evaluated by audiences. His legacy continues to be celebrated by industry insiders and moviegoers alike.
Mintz’s journey to creating CinemaScore began in 1978 after a disappointing movie experience. Disillusioned by a critic’s review that led him astray, Mintz had an epiphany – why rely on the opinions of a few critics when the collective feedback of 500 Neil Simon fans would be more valuable? This revelation gave birth to CinemaScore, a revolutionary audience polling service that provided a more accurate barometer of a movie’s success.
CinemaScore quickly became a trusted source for studios and exhibitors, providing valuable insights into audience reactions on opening night. The infamous CinemaScore ballot, inspired by a pledge card Mintz received at a high-holiday Jewish service, allowed moviegoers to share their opinions in a simple and effective way. The “super sauce” algorithm developed by Mintz became a hallmark of Hollywood success metrics, offering a singular score that shaped the future of a movie’s campaign.
Mintz’s tireless efforts to promote CinemaScore did not go unnoticed. He drove from CinemaScore headquarters in Las Vegas to Hollywood studios, securing audience-service contracts and engaging in late-night debates with distribution executives on a movie’s opening night. The universal respect for CinemaScore was evident when Dwayne Johnson referred to Mintz as an “icon,” solidifying his status as a pioneer in the industry.
Before his groundbreaking work with CinemaScore, Mintz had already established himself as a visionary entrepreneur. His company, Dentametics, introduced computerized billing to the dental industry in the 1970s, showcasing his knack for innovation and problem-solving. Mintz’s proficiency in computer programming and his dedication to DOS programming even after its obsolescence highlighted his commitment to excellence.
Mintz’s legacy extends far beyond CinemaScore, with his surveys being utilized in industries beyond the realm of movies. Companies in the product-placement industry and Las Vegas casinos have benefited from Mintz’s meticulous approach to data collection and analysis. His pioneering work has cemented CinemaScore as a global benchmark for entertainment ratings, earning him a well-deserved place in the history books.
Ed Mintz’s contributions to the entertainment industry are immeasurable. His innovative spirit, mathematical prowess, and dedication to excellence continue to inspire generations of filmmakers, industry professionals, and moviegoers. As we celebrate his life and legacy, we honor the immense impact he has had on shaping the way we evaluate and appreciate movies. Ed Mintz will always be remembered as a trailblazer whose visionary ideas transformed the landscape of cinema forever.