Emotion Measurement
How to analyse the emotions of cinemagoers during a film or its trailer
With increasing competition in the paid-for video field, it is a challenge to stand out and to tempt people to watch from the moment they see the trailer. To make a film stand out and make a lasting impression, it is paramount to have content that has strong emotional involvement to make an impact. It therefore becomes important to have indicators to measure a content's emotional engagement.
So much key information supports existing devices in terms of optimising editing, choosing how to create a video or even fine-tuning the marketing strategy or communication levers.
The Emotion Measurement study evaluates and qualifies the emotions of viewers.
- Verify viewers' level of attention and its evolution
- Validate the real presence of emotions, the moment of their arrival, their level, their type
- Confirm the strongest moments and the triggering elements
- Cross-check the measured emotion with the one that was stated, validating the expressed intentions
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The Emotion Measurement study's target are 18-year-old viewers and involves content such as films, series, TV programmes, trailers and advertisements. It is conducted in three stages:
To implement this initiative, Médiamétrie contacted Datakalab, a French start-up specialised in quantification of facial reactions. Datakalab uses Deep Learning (AI) to measure viewers' attention and emotion by recording them via their webcam or with cameras in the cinema. |
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Four key indicators were compiled in partnership with Datakalab: attention, presence of emotions, positive emotion and divergent emotion. |
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Customised study and systems
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