{"id":42267,"date":"2014-06-20T15:29:28","date_gmt":"2014-06-20T19:29:28","guid":{"rendered":"http:\/\/www.premiumbeat.com\/blog\/?p=42267"},"modified":"2014-09-10T12:29:09","modified_gmt":"2014-09-10T16:29:09","slug":"what-privacy-new-device-allows-audience-feelings-to-be-tracked","status":"publish","type":"post","link":"https:\/\/www.premiumbeat.com\/blog\/what-privacy-new-device-allows-audience-feelings-to-be-tracked\/","title":{"rendered":"What Privacy? New Device Allows Audience Feelings to be Tracked"},"content":{"rendered":"<h2 id=\"movie-studios-will-soon-know-what-an-audience-is-feeling-with-a-new-emotion-sensor\">Movie studios will soon know what an audience is feeling with a new emotion sensor.<\/h2>\n<p><a href=\"http:\/\/s3.amazonaws.com\/pbblogassets\/uploads\/2014\/06\/creative-inspiration-2.jpg\" data-wpel-link=\"external\" target=\"_blank\"><img decoding=\"async\" class=\"alignnone size-full wp-image-42268\" title=\"creative-inspiration-2\" src=\"https:\/\/s3.amazonaws.com\/pbblogassets\/uploads\/2014\/06\/creative-inspiration-2.jpg\" alt=\"\" \/><\/a><\/p>\n<p>In the midst the increasingly large discussion on digital privacy rights, there is a new device that might be even more intrusive than your government monitored cell phone. The London based company <a title=\"Studio XO\" href=\"http:\/\/www.studio-xo.com\/\" target=\"_blank\" data-wpel-link=\"external\">Studio XO<\/a> has created a small wearable bracelet that can read and determine the wearers emotions. This technology was demonstrated at the Cannes Lions conference with a 2,300 person experiment.<\/p>\n<p><a href=\"http:\/\/s3.amazonaws.com\/pbblogassets\/uploads\/2014\/06\/Screen-Shot-2014-06-20-at-2.01.04-PM.jpg\" data-wpel-link=\"external\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-42273\" style=\"border: none;\" title=\"Demonstration\" src=\"https:\/\/s3.amazonaws.com\/pbblogassets\/uploads\/2014\/06\/Screen-Shot-2014-06-20-at-2.01.04-PM.jpg\" alt=\"\" width=\"490\" height=\"217\" \/><\/a><\/p>\n<p>The device is being marketed as a way to gauge how well an audience is <strong>emotionally responding<\/strong> to a movie. At a screening of assorted films in Cannes audiences experienced a roller coaster of emotional responses with some surprising (and not so surprising) results. When an audience member&#8217;s emotion is stimulated the wristbands will glow a certain color ranging from<strong> blue to green to yellow to red<\/strong>.<\/p>\n<p>The experiment found that throughout the screening, audiences generally experienced emotions in the blue to green category. However, each time the audience was exposed to content that could be labeled \u201c<strong>risqu\u00e9<\/strong>\u201d they saw a sharp increase in wristbands in the red category.<\/p>\n<p><a href=\"http:\/\/s3.amazonaws.com\/pbblogassets\/uploads\/2014\/06\/Wrist-Band.jpg\" data-wpel-link=\"external\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-42271\" style=\"border: none;\" title=\"Wrist Band\" src=\"https:\/\/s3.amazonaws.com\/pbblogassets\/uploads\/2014\/06\/Wrist-Band.jpg\" alt=\"\" width=\"490\" height=\"245\" \/><\/a><\/p>\n<p>While the technology is currently limited to private screenings, Studio XO is hoping to make the wearable emotion technology a <strong>cultural norm<\/strong>. This is a shared hope by those in the advertising world, who would be able to custom tailor their advertisements to elicit the largest emotional response.<\/p>\n<p>\u201cWe would increasingly have a more <strong>intimate relationship<\/strong> with our technology.\u201d said Jai Menon, Dell\u2019s chief research officer \u201cAs it learns our emotions, moods, and body responses, we would have greater trust in its recommendations.\u201d Sounds a lot like a certain <a title=\"Her - Spike Jonze\" href=\"http:\/\/www.imdb.com\/title\/tt1798709\/\" target=\"_blank\" data-wpel-link=\"external\">Spike Jonze<\/a> movie.<\/p>\n<p><a href=\"http:\/\/s3.amazonaws.com\/pbblogassets\/uploads\/2014\/06\/Example.jpg\" data-wpel-link=\"external\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-42272\" style=\"border: none;\" title=\"Example\" src=\"https:\/\/s3.amazonaws.com\/pbblogassets\/uploads\/2014\/06\/Example.jpg\" alt=\"\" width=\"490\" height=\"145\" \/><\/a><\/p>\n<p>Still no word on when or if this technology will be hitting more film festivals, but if you want to learn more about Studio XO\u2019s work check out their <a title=\"Emotions\" href=\"http:\/\/www.xoxemotionaltech.com\/\" target=\"_blank\" data-wpel-link=\"external\">emotional technology website<\/a>.<\/p>\n<p><strong>What do you think of this invention? Is it ethically sound to track your audiences emotions?<\/strong> Share in the comments below.<\/p>\n<p>[via <a title=\"CNET\" href=\"http:\/\/www.cnet.com\/news\/scary-or-cool-directors-can-track-how-that-film-makes-you-feel\/\" target=\"_blank\" data-wpel-link=\"external\">CNET<\/a>]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Perhaps one of the most terrifyingly awesome inventions for filmmaking. A new device from Studio XO allows filmmakers to track their audiences feelings.<\/p>\n","protected":false},"author":24,"featured_media":42270,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[715,79,67,583],"tags":[2122,2953,2954,536,859,1401],"class_list":["post-class-post-42267","post-class-post","post-class-type-post","post-class-status-publish","post-class-format-standard","post-class-has-post-thumbnail","post-class-hentry","post-class-category-industry","post-class-category-inspiration","post-class-category-product-reviews","post-class-category-video-production-2","post-class-tag-cannes","post-class-tag-emotions","post-class-tag-feelings","post-class-tag-filmmaking","post-class-tag-technology","post-class-tag-tracking"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Privacy? 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A new device from Studio XO allows filmmakers to track their audiences feelings.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.premiumbeat.com\/blog\/what-privacy-new-device-allows-audience-feelings-to-be-tracked\/\" \/>\n<meta property=\"og:site_name\" content=\"The Beat: A Blog by PremiumBeat\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/premiumbeat\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/CalebWardVideo\" \/>\n<meta property=\"article:published_time\" content=\"2014-06-20T19:29:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-09-10T16:29:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.premiumbeat.com\/blog\/wp-content\/uploads\/2014\/06\/Emotions.jpg?w=1024\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Caleb Ward\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@calebwward\" \/>\n<meta name=\"twitter:site\" content=\"@Premiumbeat\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Caleb Ward\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.premiumbeat.com\\\/blog\\\/what-privacy-new-device-allows-audience-feelings-to-be-tracked\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.premiumbeat.com\\\/blog\\\/what-privacy-new-device-allows-audience-feelings-to-be-tracked\\\/\"},\"author\":{\"name\":\"Caleb Ward\",\"@id\":\"https:\\\/\\\/www.premiumbeat.com\\\/blog\\\/#\\\/schema\\\/person\\\/38e3f179e0bef658d5b6338bdfcd6deb\"},\"headline\":\"What Privacy? 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