How to do paper surveys without pencils?
Sometimes you need to collect responses using paper forms, but handing out pencils is not practical. What do you do?
CinemaScore conducts exit polls in theaters by asking movie goers to pull back tabs on the ballot, the design of which has remained mostly the same over the past 35 years.
CinemaScore tabulates the results and reports each movie's letter grade. Only 19 movies in the company's history got an F, although the score is not a simple average. (This article in Vulture explains how the scoring works.)
The results are used to estimate word of mouth and multiples— the overall gross in relation to the opening weekend.