Hollywood's system of box office prediction, know as "tracking" is unfit for purpose in the digital age and needs radical overhaul, leading industry figures have said. According to a report in industry bible Variety, current practice "simply isn't capable of drilling down deeply enough to provide the kind of analytics that newer digitally driven data-collection can". Complaints have surfaced during a summer of unexpected flops and surprise hits – for example, The Mortal Instruments: City of Bones was predicted to take $18m in its first five days at the US box office, but in the event took just $14m. The estimates are important as they allow film distributors to plan their marketing and release strategies, but the polling-based system currently in use dates from the 1970s, and takes little account of the impact ofsocial media.
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