Dolby Likes to Watch You Watch

Dolby Laboratories wants to know exactly how viewers respond to its HDR, surround sound, or color palette technologies while watching a movie. So Dolby’s chief scientist and neurophysiologist Poppy Crum has been running 15 to 20 experiments per day in which volunteers sit on a couch attached to brain monitors, heart rate monitors, galvanic skin response sensors, thermal imaging cameras, and lie detectors.

You can see the results on a video by online publication The Verge. “Am I in The Matrix yet?” quips correspondent Lauren Goode.

Netflix and Hulu are also known to be using eye trackers to monitor viewer response.