Content security specialist NAGRA is partnering with the Entertainment Technology Center, a think-tank and research centre within the USC School of Cinematic Arts, to map cinemagoer demographics. The data science study is being conducted to support the launch of myCinema, a broadband-based in-theatre platform which offers a large catalogue of alternative content titles to theatre circuits of all sizes and locations. "Identifying the right content for each theatre's catchment area is a critical pillar of what makes myCinema unique and alluring for local communities," said Glenn Morten, ETC@USC executive board member and vice president of Cinema Strategy & Solutions at NAGRA. "Leveraging together the ETC's thought and practice leadership in the field of audience intelligence and NAGRA Insight big data and artificial intelligence platform will be instrumental to the success of this endeavour." The Data & Analytics Project at the USC's Entertainment Technology Centre has been running for more than two years, built to help the entertainment industry accelerate the deployment of next-generation analytics standards and solutions, including artificial intelligence.