Abstract: A system and method collects and processes data from attendants to a live entertainment event at a venue. The system and method employ a wireless interactive device that is capable of (i) receiving and transmitting messages, (ii) accepting input via a user interface, and (iii) displaying messages on an electronic display. The system includes a sign, which presents to one or more of the attendants, a message with a request to respond back via the user interface. The request is transmitted by the interactive device. A receiving device receives the responses at a central processing station or distributed processing stations. Received responses from one or more of the attendants at the venue are stored as attendant data by a storage device. A central processor is adapted to process the stored attendant data into efficacy data for the sign.