A glossary is Chapter 13 of "Marketing to Moviegoers" and this is an excerpt.


Quad (from Quadrants) -- In movie research, a standard presentation of results dividing the audience into four groups: male, female, over age 25, and under age 25

Qualitative Research -- Relatively unstructured research where feedback from small focus groups is open to subjective interpretations; tends to be exploratory; findings from its tiny samples shouldn’t be statistically projected to a larger audience

Quantitative Research -- Findings that are acquired systematically in a uniform way from all respondents and can be boiled to numeric values and projected to a larger population




Rating (or Rating Point) -- Audience in broadcasting and cable television expressed as a percentage of the total target; in United States national television, a 1 rating equals 1.09 million households, or 1% of the total 109 million television households

Reach (also Cume) -- In advertising buying, unduplicated audience expressed as a percentage and thus excludes double counting; expresses breadth of coverage of a target audience

Red Band Trailer -- Movie trailer for age-restricted audiences, such as R-rated films

Rent a Distributor -- Theatrical distribution method where a film’s producers or related party agrees to cover all out-of-pocket expenses, such as prints and advertising, incurred by a distribution company in exchange for a low distribution fee; this arrangement is rare because distributors typically want lucrative video and television rights as well

Rentals (or Film Rentals) -- Payment that film distributors receive from a movie theater for rights to a movie

Road Block Advertising -- Placing the same television commercial on multiple television channels at the same time

Rough -- In creating advertising, a crude mockup

Rough Television Spot -- In creating advertising, a first draft version of a commercial

Royalty -- Payment for the right to use intellectual property or for personal services; in movie merchandising, this fee usually is a percentage of wholesale revenue

Run of the Book -- Ads that are not promised any specific placement in print media

Run of Schedule (or ROS) -- Commercial time that can appear at any time at the discretion of the broadcaster; such time is cheaper than purchasing specific time slots

Rushes -- Production footage straight from the laboratory viewed by filmmakers, studio executives, and marketing executives

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