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Behavioral Monitoring at the Movies: Theaters Turn the Camera on Film Fans

by Warren Riddle on November 5, 2010 at 06:30 AM

camera on screen
Marketing firms have progressively employed cameras and facial-recognition software as a means to intimately gauge consumer interest in -- and response to -- specific products and advertisements. Primarily utilized in video billboards, that behavior-monitoring form of advertising is officially going mainstream. According to Fast Company, the University of West England (UWE) has commissioned the security firm Aralia Systems to bring cameras and facial-recognition software to the really big screen.

Aralia's plan involves modifying the infrared, anti-pirate systems that some movie theaters already use to identify the presence of digital cameras. By incorporating UWE's developmental 3-D facial-recognition technology, the system will conceivably monitor and record each moviegoer's facial expressions. Advertising companies could then dissect and analyze those responses in order to properly adjust their marketing approaches. Studios could also refer to the viewer data for editing purposes.

Such behavioral research certainly raises privacy concerns, but this application seems particularly problematic. People tend to act differently when they know they're being recorded, so the process could produce false or misleading data. Perhaps most distressing, though, is that -- out of all the predicted technology from 'Back to the Future 2' -- we get obtrusive, interactive, targeted advertising. Come on, now. Let's see those hoverboards and flying cars already!

Tags: behavioral advertising, BehavioralAdvertising, facial recognition software, FacialRecognitionSoftware, reaction videos, ReactionVideos, targeted ads, TargetedAds, top, university of west england, UniversityOfWestEngland

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