What if I told you that movie theaters may become a little bit similar to Big Brother? A U.K. security firm just earned a grant to use special cameras embedded into movie theater screens to capture your facial expressions — to serve you more relevant ads. Just when I thought privacy couldn’t get any worse, this is sure to shake up movie goers.
The security firm, Arlia Sytems is planning to use infrared to detect the facial expressions of an individual’s face. It will use 3D facial recognition technology to determine things like whether the audience is looking at a certain ad, where on the screen their eyeballs are tracking and how targeted ads are being received.
Via dvice.com.
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