CCTV cameras installed in theatres to make sure that no one pirates movies will be used by advertisers to monitor audience responses.
According to the Daily Mail, advertisers will look at the footage to monitor your reaction to a film and fine-tune their adverts to make them more effective.
Apparently while you are watching your flick, 3D imaging software will analyse your faces for reactions.
They can do this thanks to Machine Vision Lab who are experts in facial recognition technology at the University of the West of England.
Apparently it has received £215,000 funding for the project.
Machine Vision Lab’s Dr Abdul Farooq said that the plan to build on the capabilities of current technology used in cinemas to detect criminals making pirate copies of films with video cameras.
2D cameras will be used to detect emotion but will also collect movement data through a 3D data measurement that will capture the audience as a whole.
All the data will be passed to advertising companies who can tailor their adverts.
The big idea is that it will be used to help cinema advertisers and cinemas gather useful data about what audiences enjoy and what adverts capture the most attention.
What could possibly go wrong? Of course you could aways wear a mask, we guess.