We often see reports of invasive security measures at airports, By analyzing the crowd's emotion, Dr. Farooq says the system will not only be able to detect camcording pirates, but it will gather valuable marketing information for the movie industry and advertisers. "Film companies and cinema advertising agencies can learn so much from their audiences that will help to inform creativity and strategy," he continued. Now, the question remains: will theaters require consent from viewers, and would you be comfortable even if they did?