Hang onto your drawers kids, because movie theaters may soon be playing Big Brother in an attempt to steal your soul and turn you into their personal marketing monkeys. At least that's what Randy Quaid told us, and boy do we believe him. One company is developing a system that will watch moviegoers to help analyze their reactions for film directors, cinema advertisers, and theater chains.

If you think being recorded in the dark is something new, you're sorely mistaken. Some theaters employ systems as anti-piracy measures, because it's 2010 and we guess people still do that sort of thing. Aralia Systems is taking this one step further and is using a grant ($350,000) to devise marketing-friendly technology that gathers data about "attention and audience movement" in regards to films and advertisements.