1/12/2016

Emotion Tracking Could Change How Hollywood Makes Movies


Seeing films and stories on the silver screen allows us to witness and experience gripping and harrowing tales of survival and triumph. They allow us to experience wild highs and lows that we as modern day city dwellers would never actually experience. Then when the story is finished, the popcorn is eaten, the cinematic connection is forgotten. Soon after watching a film, a viewer quickly gets emotionally further away from how they felt while watching. That’s the problem with the current moviegoing experience; filmmakers have no way to get real data or evidence supporting how viewers actually felt during a movie.

Lightwave, a pioneering bioanalytics technology company, is in the business of tracking how we feel in these micro-moments and has partnered with 20th Century Fox to quantify the audience’s engagement to the action, drama and adventure of The Revenant based on their physiological responses, such as heart rate, electrodermal activity (changes in the electrical activity of the skin), and motion.

“Measuring and understanding the emotional response to a film has historically been based on intuition and self-reported survey data,” said Rana June, CEO of Lightwave. “The insights gathered using our technology is data that’s previously been untapped by filmmakers, producers and studios. Through Lightwave, we were able to better discern our audience’s response to the film in a revolutionary new way.”...more