Russian cinemas began to introduce face-reading systems in cinemas. Such projects are tested, including the largest networks “Cinema Park”, “Formula Cinema” and “Karo”, as well as regional “Cinema 5”. Computer vision should help them target advertising and monitor attendance in order to avoid fines for unaccounted-for visitors.
Representative of the Rambler Group Dmitry Smirkin said that in the cinemas of the group (“Cinema Park” and “Formula Kino”) uses its own design of reading people. The system consists of cameras and neural network, which allows to determine the number of people in the halls, their age, gender and user characteristics.
Thanks to the data obtained, the cinema can monitor attendance, and information about the audience helps to better adjust advertising and plan the repertoire. In Rambler Group intend to continue testing the system of face recognition until the fall.
In the networks of “Karo” is also introduced the technology of face recognition technology VisionLabs, although so far only in the pilot mode.
Companies can immediately give re-discount customers at the box office, make personal offers. At the same time, the cost of the solution may be different, as it depends heavily on the number of cameras and monitored zones in the cinema – it can only be the entry point, and there may be an entrance to each hall and each ticket office.
Computer vision is also the IT company CVizi, whose solutions are installed in the regional cinema network “Cinema 5” (2.4% of the market by the number of rooms). “Formula Kino” also tested the company’s technology, but after the sale to Alexander Mamut in 2017, the network decided to make its own development.
The expediency of forming an audience of advertising campaigns on the basis of a socio-demographic portrait recognized by computer vision is not yet obvious, believes the deputy general director of the advertising platform Segmento Alexander Kulikov. The target audience of each film is already known in advance, he explains. More interesting can be the use of technology to plan repertoires in online theaters, which can cause a “redistribution of budgets for the promotion of motion pictures and in Internet advertising,” the expert believes.