Smart cinema measures audience reaction to films

A new smart cinema is being used to measure an audience's "real-time" reaction to a film.

Up to 200 cinema goers have been wired up with headsets, wristbands and cameras at the University of Bristol's research cinema at the Temple Quarter Enterprise Campus.

The equipment records participants' heart rate, physical movements and brain activity as they react to what is on the screen.

Iain Gilchrist, Professor of Neuropsychology at the University of Bristol, said: "The smart cinema gives us an extraordinary opportunity to understand how people truly experience film."

The Smart Cinema, which seats up to 36 people, is based at the MyWorld creative hub at The Sheds.

Audience responses will be analysed by researchers from both the University of Bristol and the University of Bath.

Gilchrist said by capturing the responses "moment-by-moment" the "science behind immersion and engagement" can be looked at in new ways.

"The data we are collecting here will allow us to understand how the audience's understanding of the story is shaped by particular scenes and inform decisions about the most impactful edit," he said.

"This technology, these ways of measuring audiences can really unlock an opportunity for the creative people to do things differently, to experiment, to be more adventurous."

The first work that was tested by an audience at the Smart Cinema was a short sci-fi drama called Reno, which was directed by Rob Hifle.

Hilfe said the test was "truly invaluable".

"It's not just about refining the film; it's also about connecting with viewers, understanding their reactions, and ensuring that our story resonates deeply.

"This experience will undoubtedly shape the final cut in ways I can't yet imagine," he added.

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