Tracking eyeballs and expressions in the Cinema

What started as an effort to combat piracy in the movie theaters could have significant market research and advertising applications.

Aralia systems developed an Infrared scanning system to detect recording devices and sound an alarm to alert cinema staff.

Now Aralia is enhancing its technology to scan and read the physical expressions and emotions of cinema audience members.

This could be a valuable tool for the cinema industry because it puts informative data in the hands of film directors, cinema advertisers and cinemas so they can analyze which advertisements capture the most attention.

Measuring the emotions and movement of the audience, could help film companies and advertising agencies develop creative and engaging advertisements for the big screen.

What do you think about product placement in movies? And do you like advertisers pitching products before the previews and the main feature start?