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it is very easy to predict what Hollywood studios will make of these researches, whatever their initial purpose was. They will use them to optimize trailers and films so that they can generate the ‘optimum’ effect on the brains of the audience. They already do so, but through approximate methods, such as asking a test audience to explain what they experienced when watching a movie (technique used for Harry Potter films). Hollywood studios have always been obsessed in controlling their audience, for economic reasons, or American propaganda. It is very frightening to think of what they will do with this new technique.

The problem lies more in education and the audience’s capacity to remain critical

"neuromarketing"

Currently there are three methodologies covered under the term neuromarketing: functional MRI, measuring skin temperature fluctuations, and utilizing Electroencephalography (EEG), which is the main technology currently used.

there has been little neuromarketing research published in peer-reviewed scientific journals, and there are too few publicly accessible data sets from controlled studies to demonstrate conclusively that buying behavior can be correlated with specific brain activity. "The major neuromarketing firms say that their client work demonstrates this, but none of this has been published in a way that the scientific community can critique it,"

After being awarded a grant, Aralia Systems teamed up with Machine Vision Lab in what seems like a massive invasion of your privacy beyond "in the name of security." Building on existing cinema anti-piracy technology, these companies plan to add the ability to harvest your emotions. This is the part where it seems that filmgoers should be eligible to charge movie theater owners. At the very least, shouldn't it result in a significantly discounted movie ticket?  Machine Vision Lab's Dr Abdul Farooq told PhysOrg, "We plan to build on the capabilities of current technology used in cinemas to detect criminals making pirate copies of films with video cameras. We want to devise instruments that will be capable of collecting data that can be used by cinemas to monitor audience reactions to films and adverts and also to gather data about attention and audience movement. ... It is envisaged that once the technology has been fine tuned it could be used by market researchers in all kinds of settings, including monitoring reactions to shop window displays."  

The 3D camera data will "capture the audience as a whole as a texture."

the technology will enable companies to cash in on your emotions and sell that personal information as marketing data