…The software “makes it possible to measure audience response with a scene-by-scene granularity that the current survey-and-questionnaire approach cannot,” Mr. Hamilton said. A director, he added, could find out, for example, that although audience members liked a movie over all, they did not like two or three scenes. Or he could learn that a particular character did not inspire the intended emotional response.
Emotion-sensing software, Mr. Hamilton said, might become part of the entertainment experience — especially as more people watch movies and programs on Internet-connected televisions, computers and portable devices. Viewers could share their emotional responses with friends using recommendation systems based on what scene — say, the protagonists’ dancing or a car chase — delivered the biggest emotional jolt.
Affectiva, Dr. Picard said, intends to offer its technology as “opt-in only,” meaning consumers have to be notified and have to agree to be watched online or in stores.