The new name for the annual research into cinema and its audiences, made available to subscribing media agencies, film distributors and cinema industry bodies, stands for Film Audience Measurement and Evaluation.
It will provide in-depth insight into film viewing across cinema, DVD, online and other emerging platforms, measuring the audience demographic profiles of recent films such as Casino Royale and awareness of future releases.
The study will analyse how many people the interviewee watched the film with, how they found film time information and which cinema they visited.
The contract for the new system, previously held by BMRB, was won by TNS, research supplier of the TouchPoints consumer media usage study, after a five-way pitch.
With the help of TNS, the CAA also plans to carry out closer analysis designed to categorise cinemagoers based on lifestyle and the films they watch, rather than just basic demographics.
The CAA had used Caviar - Cinema and Video Industry Audience Research - for 23 years, helping agencies and advertisers realise the best value from their cinema advertising spend.
Nicolette Homes, commercial director of Carlton Screen Advertising, said that conducting interviews online was a more accurate method of understanding audiences.
"The old survey went door to door, asking a sample of 3,500 people, but some of those people might not have been to the cinema so it was a wasted interview," she said.
"By carrying out an online survey, we can just recruit people who have been to the cinema in the last six months so can better understand cinema-goers' habits."
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