# Big Brother Theaters Arlia Sytems Hopes to Record Movie-Goer Reactions for Better Ads By Meghan Young | Published 2010-11-05 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/arlia-sytems References: [dvice](http://dvice.com/archives/2010/11/movie-screens-w.php) & [araliasystems](http://www.araliasystems.com) U.K. security firm Arlia Sytems created an interesting concept to record [facial expressions in theaters](https://www.trendhunter.com/trends/cinema-led-screens). By installing a special camera behind movie theater screens, they will examine reactions to [certain ads](https://www.trendhunter.com/trends/cinemark) so that they may present more relevant ones down the road. What do you think about Arlia Sytems' project? Although it's only for research, I can't help but feel a little violated at just the thought of being recorded. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 14% | Activity: 23% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [AI](https://www.trendhunter.com/ai) ## Key Themes ### Key Themes Behind This Trend - **Facial Recognition Advertising:** A trend of using facial recognition technology to target ads towards consumer preferences and reactions. - **In-theater Data Collection:** A trend of collecting customer data in real-time while they are enjoying entertainment to better personalize marketing content. - **Privacy Concerns in Advertising:** A trend of addressing consumer privacy concerns as companies adopt and leverage new technologies for data collection. ### Where This Applies - **Advertising:** The advertising industry can leverage facial recognition technology to personalize content and increase engagement. - **Entertainment:** The entertainment industry can utilize in-theater data collection to improve consumer experiences and target marketing efforts. - **Security:** The security industry can develop ethical guidelines and security measures for facial recognition technology to address consumer privacy concerns. ## Related on Trend Hunter - [Ad-Focused Reaction Tools](https://www.trendhunter.com/trends/reveal.md) - [AI-Powered Surveillance Systems](https://www.trendhunter.com/trends/backstreet-surveillance.md) - [Eye-Tracking Informational Aquariums](https://www.trendhunter.com/trends/ai-aquarium.md) - [Hyper High-Resolution Cameras](https://www.trendhunter.com/trends/hyper-highresolution-camera.md) - [Eye-Tracking Privacy Apps](https://www.trendhunter.com/trends/privacy-apps.md) - [Immersive Digital Art Galleries](https://www.trendhunter.com/trends/the-reel-store.md) - [AI-Powered Seamless Advertising Tools](https://www.trendhunter.com/trends/cinemark.md) - [Robotic Digital Surveillance Installations](https://www.trendhunter.com/trends/accept-all.md) - [Olfactory Entertainment Devices](https://www.trendhunter.com/trends/moviescent.md)