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The Effect of CinemaScore: A Case Study

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Since 1978,  CinemaScore  has been at the forefront of assessing a film's popularity with moviegoers, conducting polls with them on the opening night of major movie releases and using this data to deliver a CinemaScore grade, ranging from "A+" (indicating excellence) to "F" (suggesting a superlative negative reaction). On 10th September 2017, Darren Aronofsky's mother! premiered at the Toronto International Film Festival (TIFF). The trailer for the film (that can be seen below) promised a full-throttle feverish horror depicting a flagrant escalation of a home invasion - but this marketing material offers only a fraction of the true anarchy that is weaved into the fabric of the film. Before screening the film to a TIFF audience, Aronofsky said, "I apologise for what I'm about to do to you" (IndieWire.com).  mother! is a film rich with allegory, metaphors and, particularly its third act, incendiary violence. Some of the images portrayed