Disney Is Using Facial Recognition To Better Understand Their Audience

Disney Is Using Facial Recognition To Better Understand Their Audience
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The entertainment company is using facial analysis technology to help craft more enjoyable content

Jennifer Passas
  • 3 august 2017

Entertainment companies are investing in facial recognition technology to help understand audiences reactions to what they see on screen. No surprise that entertainment giant Disney is first in line to ensure they can capitalize on the technology to grow and give their audience what they want.

A new algorithm called “factorized variational auto-encoders’ (FVAEs) are able to track facial expressions of an audience to asses their emotional reaction. FVAEs are able to understand a variety of facial expressions such as smiles and laughter to better understand the viewer. The technology is able to capture if audiences are laughing when they are supped to laugh and for how long.

Disney has a research team that uses a 400-seat theatre equipped with infrared cameras that film the audience. So far the theatre has been used for the screening of ‘The Jungle Book,’ ‘Big Hero 6,’ ‘StarWars:The Force Awakens,’ and ‘Zootopia,’ The team now has a dataset of 16 million facial expressions from 3,179 audience members which have been fed into their neural network.

Variational auto-encoders like FVAEs work by translating data points into a series of numbers that represent specific features such as how big a smile is and how wide open eyes are. The numbers are connected to other data points that enable the system to accurately asses audience reactions.

The ability for AI systems like this to recognize human behavior is fundamental in the advancement of the technology to garner both behavioral and social intelligence.

Disney Research


Lead Image: Cinema, entertainment via Shutterstock

Entertainment companies are investing in facial recognition technology to help understand audiences reactions to what they see on screen. No surprise that entertainment giant Disney is first in line to ensure they can capitalize on the technology to grow and give their audience what they want.

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+Automotive
+disney
+Entertainment
+Facial Recognition
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+IoT
+Market Research
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+technology
+work

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