British Cinema Network Uses AI To Monitor Audience Habits, Including Seat And Snack Choices

JAKARTA - Artificial intelligence (AI) technology is now entering the entertainment world, including the cinema industry. The venue, one of the largest cinema chains in the UK, is reportedly using AI to analyze audience habits to increase ticket sales and operational efficiency in its 93 branches in the UK and Ireland.

Vue developed an internal AI system that is able to determine the best time and location for showing movies, based on previous ordering data. This technology helps Vue identify audience preference patterns, such as popular times for family audiences or types of films that are of interest to certain local communities, such as Polish or Turkish films in areas with significant communities.

In addition to determining the broadcast schedule, AI is also used to predict operational needs, such as supplies of popcorn and other snacks according to demand at certain locations.

Although this technology has attracted attention, experts think that users don't need to worry about privacy. James Bore of the Bores Group explains that the data collected is usually aggregate and anonymous, without involving personal information such as name or address.

However, it is possible that data is used for direct marketing, such as promotional email submissions based on viewing preferences if customers are registered in the Vue marketing program.

VueTim Richards CEO Vue's statement, CEO of Vue, claims that the use of AI began nearly nine years ago and continues to be refined. "Our system is a classic AI that continues to study and develop," he said.

According to Richards, AI allows Vues to present alternative programs such as concerts, theaters, and sporting events on their screen free time. This approach has shown positive results, with Vue ticket annual revenues reaching 206 million pounds (Rp4.1 trillion), surpassing Cineworld (199 million pounds) and Odeon (196 million pounds), despite all experiencing a decline in post-pandemic revenues.

The future of the Cinema industry With AI technology, Vue hopes to remain competitive amid the challenges of the cinema industry. New trends such as a combination of big film releases, including "Paddington in Peru" and "Gladiator II," are expected to bring similar enthusiasm to the "Barbenheimer" phenomenon by 2023, which accounts for 140 million pounds to the UK box office.

However, this step raises questions about transparency and to what extent AI technology is used to monitor audience activity in theaters. Vue itself has not provided official comments regarding the possibility of further monitoring at physical locations using cameras or sensors.