Pure theater: Beyond emotion

Theater is emotion: both on stage and among the audience.

The emotional connection that forms between these two sides is essential for the successful development of the play, as well as for a complete spectator experience.

Thanks to advanced neuroscientific technology and artificial intelligence, it is now possible to know and analyze aspects such as where the spectators are looking, their emotions through non-verbal language, or their behavior and level of attention. Additionally, it is possible to understand the reaction of the audience to the set design, lighting, or costumes of the theater companies, as well as their attention to the stage movements.

What does it feel like to watch a play?

We were able to answer this question last year thanks to the project we carried out at the Olmedo Classical Theater Festival, which took place from July 21 to 30. Specifically, we measured the emotions of the attendees during the performances of various plays at the Palacio del Caballero de Olmedo courtyard.

Last year, we conducted a pioneering project measuring emotions at the Olmedo Classical Theater Festival

Through this project, we discovered that interest, joy, and admiration were the predominant emotions during the totality of the plays performed. We also recorded emotions such as gratitude, affection, pride, and authenticity.