Behavior Monitoring Systems Will Be Used On Movie Audiences
Marketing companies have been using facial recognition software to monitor consumer interest and response to different advertisements and products for a few years. Generally the software is used in video billboards, but now the system will move to movie screens!
The University of West England has asked a security firm, Aralia Systems to set up cameras and their facial recognition software in movie screens, putting the audience on the other side of the camera. Aralia is looking to use the anti-pirating systems that some movie theaters already use (the systems can detect the presence of digital cameras, so think about that the next time you want to record a movie) to track the expressions and responses of moviegoers. The data will be presented to advertising companies to give them better data for their marketing approaches.
Sounds sort of like an invasion of privacy to me – I’m sorry, but I don’t think I overly want my reactions to certain films recorded, even if it DOES mean that I won’t be subjected to another reboot of A Nightmare on Elm Street.
Advertisers will also have to consider that people tend to act a specific way when they know that they’re being recorded, so the data could be compromised a bit. Just keep this in mind the next time you’re at the movies – YOU’RE actually the one on camera!
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