For a few years, certain theaters have had cameras watching for the infrared signature of bootleggers' cameras. But why waste all the untapped market research potential of these cameras? Aralia Systems, a British security firm, has just received a $350,000 grant to use the system to gather data from audiences.
The cameras will illuminate the audience with infrared and create 3-D stereoscopic images of the audience. Using facial recognition technology, they will know which way you're facing, if you're surprised or just bored, even if you came to the movie with friends or solo. Advertisers will use the data to determine if they're getting through to you or not, and adjust ads accordingly. The technology could also be a boon to movie studios running test screenings – why ask how you felt about the film if they can just see for themselves?
Fine by me, I never go to the theater anyway.
12 bucks for a ticket? You so crazy.
12 dollars? That's outrageous.
It's only 6.75 for me! But I'm a college student.. so we get the "you're too poor to pay full price" discount.
I don't really see how this is useful for ads? For example:
"Scream 10...it will bore you to death."
"Paranormal Activity 4... everyone walks out of the theater."
Well ... I USED to go to the theater, just to get that "suck-er" experience but I really do not want my expressions analysed, in response to particularly targeted "presentations". .. so ... I'll just do the Indie coffee-house/beer-garten local gigs, from now on ... funner!
As far as fully exploiting this tech, for sinister purposes goes ... sure ... I'll bite ...
I see this tech as being useful for pre-crime profiling and suspect flagging.
If only one guy, in the whole theater, SMILES, during the RAPE scene ... ??? ... We might wish to observe him, the next full moon. ... or ... What if the only person smiling, during that rape scene, is a WOMAN ?? .. Hmmmm ....
If you want to know how I felt about the movie......you can, um....ask me. What's next camera's while I test drive a car, order coffee, have a one night stand to know if I liked it ? Big brother needs to find a better hobby.
This stuff is getting just too outrageous.
I suppose that you could bring a fairly good ir emitter with you, and see if you could blind the da*n thing.
(Or give em the full moon :) )
How do they account for the fact that not everyone in the theater will be focused on the screen 100% of the time?
I've been to plenty of movies where people sit and talk to each other, seemingly ignoring what was on the screen. Their facial reactions would be invalid, but would the software analyzing all this data be able to tell.
Then there are people on cell phones, people who were dragged into seeing a movie they didn't want to see to begin with, and of course people on dates.
What they got to say about the peoeple in the back getting it on? THey gonna put those up for sale?
You made me LOL!
We already do the IR filming. It is the facial recognition software that is new. How many times have you seen, in the advertisments for a movie, a trial audience in IR green-tone being freaked out, laughing, or whatever.
Most theaters that have IR audience monitoring do not want to show the make outs and worse. First, because they are often underaged, making distribution a serious fellony. Second, because it only encourages the behavior. Rather than distribute a lawsuit waiting to happen, escorting or banning chronic offenders is the most common recourse.
Movie theaters will soon be obsolete, everyone uses torrents, and soon our kids and teenagers will learn how too. I can't even remember the last time i've been to one.
@chromanion ...or the last time you've been outside?
Everyone in WoW and 4chan uses torrents, which happens not to be the whole population of the planet. Let me know how cool your friends think your binder full of sharpie titled burned dvds look (or laser etched, who knows maybe you're fancy.) Or maybe you skip the dvd part because if you're the only one who watches them on your computer, who needs the ability to share?
Not that I agree with $10 movie ticket prices, I just don't agree with high school and college aged kids thinking if they can't get what they want for free off the internet it's a travesty akin to genocide.