You got up from the sofa, you took the car, you found the parking lot close enough (it is an understatement) at the cinema, in one hand the popcorn, in the other the drink (the ticket who knows where) and you sat in the room. Usually you put up on a little advertising and trailer, finally the fateful announcement: “Please keep the cell phones off or in silent mode”. This until today, because the other day in the United States has been done an experiment in which the public was asked not only not to turn off the cell phones but rather to click on it during the projection. But let’s rewind the ribbon for a moment.
On 30 April Jason Blum, the founder of the Blumhouse Productions specialized in the production of low budget horror films, invented a day, literally called “halfway from Halloween”, in which he reported three of his greatest successes in theaters: M3gan, Annabelle and but. To understand each other, we are talking about films that cost only 12, 6.5 and 5 million dollars respectively Proportion have grossed around the world 181, 257 and 61.2 million dollars. It is no coincidence that the manufacturer has projected a video message by underlining how Halloween, in six months, is “the most sacred of all the holidays invented”. But its production power is now such that the M3gan 2.0 sequel will already be released this summer (on June 27) in the United States as always with Universal Pictures. Well, the other day Blumhouse collaborated with a destination of Mark Zuckerberg (Facebook & Co.) To experiment with a technology called Movie Mate. That is, a chatbot, a program that uses artificial intelligence, which encourages people to write on the very small cell phone screen while watching a movie about the big one. Meta claims that this software dedicated to cinema is a way “to bring the public back to the room” thanks to the fact that users have access to curiosity and exclusive jokes in real time.
The truth is that the US industry is making various tests to understand how to return to the public standards before the pandemic now that the North American box office marks a 33 percent drop compared to 2019. Considering that almost 20 percent of spectators between 6 and 17 years already send text messages during films because they have thought Blumhouse not try to exploit this mode?
However, all this did not like it at all to the critic of Variety, Peter Debruge, who spoke of the “epic bankruptcy” of the experiment connected to M3gan which, let’s remember, is an autonomous doll in the film we will also discover all too much with artificial intelligence. Because, as soon as the Blumhouse logo has appeared, as expected, the critic has connected to Movie Mate who started to provide information on the behind the scenes of the film “I will reveal everything on the realization of my film and I’ll tell you what really happened while watching it” while instead when Debruge started asking questions to the software, seen, however, that he did not receive answers even in real time, he wrote to him: ” Intelligence in this artificial intelligence ».
But, beyond the immediate results that are not always exciting with which we also confront when we play with these software, it is clear how everything is moving towards the type of man interactions with machines with artificial intelligence that in this case, while listening to you, know that you are at the cinema, that films are seeing and understanding, since you tell him as well, what you are interested in in particular, what you would like to see and chat. Personal data with, in addition, those of personal taste that can be used perhaps to direct the sequel to that film.
However, it remains from
Understanding what happens to those who love the dark room, and rightly they only get out of spare even seeing some slightly brighter emergency lights, in front of an audience with all the screens of the cell phone lit …