Film / Temple Quarter
‘World-first’ cinema measuring audience reactions coming to Bristol
A cinema able to monitor audience reactions is set to open in Bristol.
Known as an ‘instrumented auditorium’, the auditorium is equipped with state-of-the-art monitoring systems which track how audiences react to content displayed.
Seating 136 people, it records audiences’ biometric responses, including heart rate, eye movement and brain activity.
is needed now More than ever
Researchers will even be able to monitor the electrical properties of people’s skin, allowing insight into subconscious emotional responses.
It is hoped the cinema will become an “invaluable tool” to aid the design of commercial products and services, public spaces and cities and teaching and care environments.
“This is the first fully instrumented facility of its kind in the world,” said Iain Gilchrist, professor of neuropsychology at the University of Bristol.
Watch this space! One of the world’s most innovative cinemas is coming to Bristol ?
The Instrumented Auditorium at @MyWorldCreates has received a £400k grant from @wolfsonfdn so that our researchers can monitor audience reactions like never before ?https://t.co/4wDb5oyOin pic.twitter.com/JBIWTdjfJ7
— University of Bristol (@BristolUni) July 27, 2023
Gilchrist added: “If we want to understand whether a new experience or new technology is working, we have to ask the audience.
“The instrumented auditorium will allow us to stream data that captures audience responses moment by moment, providing unique insights that take us way beyond current questionnaire-based methods.
“This is the first fully instrumented facility of its kind in the world, which is exciting not just for us as researchers but for those working in the creative sector, providing insights which will shape the future of film, television and beyond.”
The cinema is due to open in May 2024 at the MyWorld creative hub, based out of the University of Bristol’s Temple Quarter Enterprise Campus.
Main photo: AHMM architects
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