August 1, 2021
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first_img 12SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr Data presents countless usage opportunities. It can be used to better understand consumer behaviors, optimize business processes and improve security. The list goes on and on. Now, that list includes the ability to measure the potential success (or failure) of a movie.Last fall, Fox Studios partnered with Lightwave, a small bioanalytics company, to monitor how audiences reacted to the movie “The Revenant.” Lightwave strapped medical-grade fitness trackers to the wrists of 100 moviegoers in four cities—Boston, Chicago, Philadelphia and Washington, D.C. The trackers measured heart rates, body temperatures, movements and skin conductivity to determine fight-or-flight responses.The goal of Lightwave’s experiment was to give filmmakers a leg up during the creation process. Data gleaned from audiences’ physical and emotional reactions to films could potentially give studios insights into what works and what doesn’t, thus providing opportunities to fix the films before they hit theaters.During “The Revenant,” Lightwave’s sensors tracked audiences’ heartbeats and movements. The sensors measured 14 hear-pounding moments, as indicated by significant heart rate increases, and captured 4,716 seconds (over 78 minutes) audiences spent motionless in their seats. continue reading »last_img read more