Dive Brief:

• United Talent Agency and entertainment data company Rentrak are introducing a new service called PreAct to help movie studios get a better handle on marketing through social listening. 
• The service tracks "social chatter" or social conversations surrounding a movie as much as a year ahead of time. 
• The social data helps studios better prepare for opening weekends, which is something the old system of consumer surveys are no longer doing. 

Dive Insight: 

Movie marketing was made for social media. The social channels have made it easier than ever for trailers and announcements to be spread to consumers. The next natural step is to harness those social conversations to reach the best audiences. It is safe to say that PreAct and other startups are long over due.