Myce.com Latest Updates

Going to the movies? Prepare to be watched while you watch

Posted at 03 November 2010 08:00 CEST by wconeybeer

Gaining entry to some movie theaters lately gives patrons an experience that is on par with going through a TSA security checkpoint at the airport. Then once you’ve gained access, there are cameras strategically positioned that record your every move. Unfortunately, the extent to which these companies monitor movie-goers is only going to get worse.

In an effort to further combat piracy, some cinemas have incorporated the use of an infrared scanning system that detects recording devices in the audience and if detected, sounds an alarm to alert management. Now the company that offers those services, Aralia Systems, is working to enhance the system by incorporating technology which will scan and read the audiences’ physical expressions and emotions.

Aralia Systems is teaming up with Machine Vision Lab of the University of the West of England to develop the technology to turn their anti-piracy devices into a dual-purpose system that will gather data about how the crowd reacts to what they’re seeing at any particular moment.

“Within the cinema industry this tool will feed powerful marketing data that will inform film directors, cinema advertisers and cinemas with useful data about what audiences enjoy and what adverts capture the most attention. By measuring emotion and movement film companies and cinema advertising agencies can learn so much from their audiences that will help to inform creativity and strategy,” Dr. Abdul Farooq from Machine Vision Lab told TorrentFreak.

Personally, I’m growing tired of everything that I do being monitored for the benefit of some company’s marketing research. With the increasing digitization of media along with the use of social networking, it’s becoming more difficult to escape the intense data mining that seems to be everywhere you turn. Now, rather than using sales numbers, the movie industry wants to scan our physical reactions too? The idea seems overly invasive to me, and I wonder just how much the data would allow the industry to improve the experience, if at all.

What do you think? Is monitoring audience reactions going too far?

Click to share

There are 29 comments

H3rB3i
Retired Editor, Reviewer & Senior Moderator
Posted on: 03 Nov 10 09:55
    ethics vs. piracy

    Some people/companies are thinking that there is everything thing is ok when it comes to stop piracy, but this would be a big step across the line, imho.

    Monitoring emotions? wth. ------> Google cinema view???? LOL

    They should install body scanners like in airports, this is existing technology and at least the same nonsense.

    somehow,.......


    .......I'm speechless at the moment
    DrageMester
    Retired Moderator
    Posted on: 03 Nov 10 10:41
      Quote:
      Originally Posted by H3rB3i
      .......I'm speechless at the moment
      Our surveillance system has noted your reaction for further processing. Thanks for your continued cooperation in our market research.
      bean55
      MyCE Resident
      Posted on: 03 Nov 10 13:23
        Just pass the word around.

        After people start hearing it and stop going to the show because of it, the lost dollars will stop them from continuing.
        rla
        Banned
        Posted on: 03 Nov 10 14:45
          Enough is enough. It was bad enough when they tossed me out because the Fart Detector got me. Now they want to know if I have a boner? WTF?
          Seán
          Senior Administrator & Reviewer
          Posted on: 03 Nov 10 16:24
            So now when you go to the cinema, you could be faced with:
            • Airport-like screening on entrance.
            • Exam-room style surveillance.
            • Being physically spyed upon, as if PC Spyware was not bad enough.
            • Cinema ticket price hikes to cover the cost of all these "extras."
            . . . and they complain about cinema attendance figures dropping

            Save your money and buy a ticket for something worth watching, e.g. Circus, Play, Magician, Rodeo, etc. It may cost more, but at it will be money well spent.
            olddancer
            MyCE Senior Member
            Posted on: 03 Nov 10 17:10
              Do the Theatres have the Patrons sign a "Standard Model Release"?
              NO! Sue them! Sue them!
              What goes around will come around.
              Seán
              Senior Administrator & Reviewer
              Posted on: 03 Nov 10 17:23
                Quote:
                Originally Posted by olddancer
                Do the Theatres have the Patrons sign a "Standard Model Release"?
                NO! Sue them! Sue them!
                What goes around will come around.
                Good point and something I didn't realise either until I did a quick search and come across this. Basically if you capture a candid photo and send it to a newspaper/magazine company, that's OK, but if you use it for a commercial application as what's proposed here, permission needs to be obtained for every individual caught on film/camera.
                Grim107
                MyCE Member
                Posted on: 03 Nov 10 17:37
                  Pretty soon, these detectors will be able to reveal our social security numbers.
                  treebait
                  New Member
                  Posted on: 03 Nov 10 17:51
                    Quote:
                    Originally Posted by Seán
                    Good point and something I didn't realise either until I did a quick search and come across this. Basically if you capture a candid photo and send it to a newspaper/magazine company, that's OK, but if you use it for a commercial application as what's proposed here, permission needs to be obtained for every individual caught on film/camera.
                    That's easy. "Purchase and use of this ticket implies consent..."
                    Blu-rayFreak
                    MyCE Resident
                    Posted on: 03 Nov 10 18:16
                      Pretty crazy, it seems like they're actually trying to stop people from going to the theaters.
                      ivid
                      MyCE Resident
                      Posted on: 03 Nov 10 19:06
                        So what, are theye going to ban iPhone 4's then too ?? They are HD camcorders.

                        This is absurd, ridiculous and plain wrong. If I see cameras in the cinema, I am leaving and demanding a refund before the curtain rises. Screw these a$$holes.
                        Chimera1970
                        MyCE Rookie
                        Posted on: 03 Nov 10 22:06
                          You can count me in as one of the people that will stop going to go see movies.

                          I'll just wait until they get to Netflix....no biggie.
                          StormJumper
                          Retired Moderator
                          Posted on: 04 Nov 10 01:17
                            Quote:
                            Originally Posted by bean55
                            Just pass the word around.

                            After people start hearing it and stop going to the show because of it, the lost dollars will stop them from continuing.
                            I agree 100% everyone should take a stand, so start talking people
                            samlar
                            MyCE Resident
                            Posted on: 04 Nov 10 01:58
                              There was a ex wife and her friend who killed the x husband here and then said they were at the movies. The cameras showed that they never were at the movies the night they kill him. Most places today have cameras and people should know that when they say there are there when they were not.
                              DOS_equis
                              MyCE Rookie
                              Posted on: 05 Nov 10 13:55
                                Quote:
                                Originally Posted by Seán
                                Good point and something I didn't realise either until I did a quick search and come across this. Basically if you capture a candid photo and send it to a newspaper/magazine company, that's OK, but if you use it for a commercial application as what's proposed here, permission needs to be obtained for every individual caught on film/camera.
                                Just like treebait said, I think they would include some fancy fine print on the ticket itself (that typically would go unread or noticed) that says purchasing the ticket means you agree to all terms of the sale. The terms of the sale would include, amongst other things, granting the theatre permission to record/ photograph your facial reactions, body language, etc during the movie exhibition for "marketing" or "security" purposes.

                                I could see this helping to stop or slow down the movie bootleggers until they design a better way of concealing the recording devices. I could see an innovative person hacking up a webcam or flip cam and hiding it in a hat which would send the data to a smartphone or iPhone like device for storage. Maybe even hook it up to a MY-FI type of device to stream it to a personal website for later distribution.

                                With enough determination, anything is possible.
                                raceman94
                                MyCE Rookie
                                Posted on: 05 Nov 10 14:10
                                  What the hell? What kinda bullshit is this?
                                  lingg11
                                  New Member
                                  Posted on: 05 Nov 10 16:27
                                    We are loosing our privacy in the name of marketing and law enforcement. Go to your local Sherrif web page and read the disclaimer on pedifile (level 1,2,3) public disclosure. Level 3 information is public by law. Level 1, 2, & potential offenders are disclosed to neighbors and retail establishments at their discretion.

                                    When you drive up to the theatre your vehicle license can be read by security systems and checked against a law enforcement watch list. If you are found on their watch list you are subjected to a mixed reaction of fear, discust, and focused observation.

                                    Becoming a potential offender is easy, just creep out the wrong barmaid/waitress by staring at her assets. Potential offender is an opinion about your thoughts (Minority Report-esc). It is the new witch hunt.

                                    Your vehicle license, credit card use, and security camera image are used to track your movements more and more places every day. The Homeland Security Act has enabled this tracking to be used without permission. Legislation has not significantly limited business use yet.
                                    loanstar744
                                    MyCE Rookie
                                    Posted on: 06 Nov 10 02:27
                                      Doesn't this go completely against our personal privacy?

                                      You know, I just went and saw Paranormal Activity 2 the other week, and I don't want cameras catching me screaming like a girl.

                                      IF they really want to combat piracy in movie theaters, they could set the projectors to a refresh rate that can't be tracked by cameras, though that would most likely give people huge headaches.

                                      I would much rather see them doing something about the way they project the movie, instead of destroying our rights.

                                      I also don't want to go pay $40 to watch a movie I may not like and get videotaped while doing so..

                                      If you ask me, America hasn't been the land of the free in a long time.

                                      Aswell as copyright getting worse and worse, taking measures so idiotic, it endangers our way of life.
                                      GeePeeCeeDee
                                      New Member
                                      Posted on: 06 Nov 10 08:45
                                        Quote:
                                        Originally Posted by loanstar744

                                        You know, I just went and saw Paranormal Activity 2 the other week, and I don't want cameras catching me screaming like a girl.
                                        ROFL!!!
                                        Dartman
                                        MyCE Resident
                                        Posted on: 06 Nov 10 19:07
                                          The few screen capped bootlegs I have seen look like crap and sound like it too so I'm not interested in any camcorder type caps anyways.
                                          BUT they have to have a excuse to over charge for everything then treat everyone like a criminal.
                                          I hardly ever go to the movies now, too expensive and I can wait a month or so and get the DVD or Blu Ray fairly cheap and watch it any time I want.
                                          The last movie I paid to see was Avatar at the beginning of this year and we didn't even pay extra for the stupid 3d version as I can't see it anyways and why pay even more just to watch it.
                                          Dave440
                                          New Member
                                          Posted on: 06 Nov 10 22:05
                                            Purchase of a ticket implies you consent..............

                                            To ANYTHING we want to do to you now or in the future....

                                            That outta cover it...
                                            SouthOMike
                                            MyCE Rookie
                                            Posted on: 07 Nov 10 00:35
                                              George Orwell, your book is becoming closer and closer to a reality day by day
                                              crakerjack-1
                                              New Member
                                              Posted on: 07 Nov 10 01:48
                                                Quote:
                                                Originally Posted by SouthOMike
                                                George Orwell, your book is becoming closer and closer to a reality day by day
                                                big brother is allways watching. that is certain.
                                                RCM
                                                MyCE Resident
                                                Posted on: 07 Nov 10 02:03
                                                  i'm not going to the movies anymore either! I don't want to be watched while watching a movie! I can wait for the DVD release...no biggie at all!
                                                  r_saotome
                                                  MyCE Senior Member
                                                  Posted on: 08 Nov 10 06:07
                                                    Glad I read this article, I'm used to having relations with my GF's when I'm at the movies, think I'll just spring for the hotel next time. :P
                                                    marloyd
                                                    MyCE Resident
                                                    Posted on: 08 Nov 10 08:40
                                                      There's a saying 'The Rich Get Richer And The Poor Get Poorer' which is true the laws are made by the rich to get richer,they can afford a lawyer to fight for different ways of protecting their interests and the poor will not change anything because they don't have money to pay off a lawyer, that's why lawyer fees are way out of site of the normal person.The lawyer is happy to make outlandish fees that puts them in the winner circle and that's why most of the Bill writers are Lawyers.
                                                      olyteddy
                                                      Senior Moderator
                                                      Posted on: 08 Nov 10 16:13
                                                        Quote:
                                                        Originally Posted by r_saotome
                                                        Glad I read this article, I'm used to having relations with my GF's when I'm at the movies, think I'll just spring for the hotel next time. :P
                                                        I saw you two on the Regal Cinema channel on YouTube...
                                                        DeadMan
                                                        MyCE Resident
                                                        Posted on: 08 Nov 10 23:16
                                                          They've had cameras in our local multiplex for ages now. When you go to the foyer there is a wall of monitors showing each cinema audience in infra red.
                                                          Carcinogenic
                                                          MyCE Rookie
                                                          Posted on: 08 Nov 10 23:26
                                                            Quote:
                                                            Originally Posted by Dave440
                                                            Purchase of a ticket implies you consent..............

                                                            To ANYTHING we want to do to you now or in the future....

                                                            That outta cover it...
                                                            A good response to that might be:

                                                            "Yes, you can screen me all you want, as long as you consent to me SHOOTING YOU ALL THE WAY DOWN THE STREET ALONG WITH YOUR MYRIAD BRAZEN LAWYERS, YOU GREEDY BASTARD!!!"

                                                            That would be more than enough to discourage these morons from pickpocketing their audience even more. They already add insult to the injury by calling everyone THIEVES for sharing content that most of the times revert to bigger sales for them, but ONLY WHEN SUCH CONTENT IS DEEMED GOOD ENOUGH by the watchers...

                                                            Post your comment

                                                            You need to register before you can comment

                                                            Like us

                                                            Most popular headlines

                                                            TuneIn radio app update disappoints many users - requires social login

                                                            The popular mobile radio app TuneIn receives a lot of negative comments after th...

                                                            WZOR: Windows 9 RTM at the end of 2014

                                                            Russian leaker WZOR has posted information about Windows 9 again, revealing...

                                                            Xbox One owners complain about "horrible noise" coming from console

                                                            Xbox One owners complain about noise coming out of their game console. The issue...

                                                            Kingston HyperX 3.0 64GB USB3 Flash drive review - Speed, build quality and great looks

                                                            • Mon 15 Sep 01:09 by Vroom

                                                            Review: Kingston DT HyperX 3.0 64GB Reviewed by: Antonis Sapanidis P...

                                                            Organisation reveals Ultra HD logo - requires HDMI 2.0 and HDCP 2.2

                                                            Digital Europe, the organisation representing the European technology industry h...

                                                            See all headlines
                                                            Follow Myce.com