Watch a movie while Disney watches you

Disney is well on its way to identify the ‘bliss point’ for movie watchers. The term, borrowed from the food industry (something that is so delicious that you crave for more), expresses Disney’s objective quite candidly.

What Disney has done is develop a neural network that allows it to watch and track reactions like smiling and laughter on hundreds of faces in darkened theatres, helping the entertainment giant to analyse whether or not a film is working as intended.

Disney’s researchers have already tested the system across 150 showings of Disney films like The Jungle Book and Star Wars: The Force Awakens in movie theatres. The beauty of this technology is that it can be extended to virtually any show, event or theme where audience reaction is a priceless input. Disney’s parks could be the next experiment grounds.

Although this is not the first (Microsoft has used technology to measure facial and body language for many years now), for marketers this is the sort of instant feedback and possibilities for corrections that can bring out broad smiles.

Source : https://www.fastcodesign.com/90134144/disneys-next-movie-it-could-be-watching-you