A new technology will be able to monitor reactions and movement in a movie theatre.

Security firm Aralia Systems and Machine Vision Lab are working on a technology that will be capable of capturing the emotions of cinema audience in the movir theatre. Building on the current technology used in cinema halls to detect film pirates (who sneak in their camcorders to record the films), the companies plan to create devices using 2D and 3D imaging technology that can monitor audience reactions and movement as they watch a film, collect this data and make it accessible to market researchers and companies to help them study what audiences really enjoy and adapt accordingly.

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