Microsoft Research program manager Ryan Galgon claims that a camera with this new technology is able to inform film producers at any point in time as to the number of people in the audience who had a reaction while watching a movie, with such a camera pointed in the direction of the audience. Store owners could use such a camera equipped with similar technology to check out how customers react to product displays, and the ilk. It all really boils down to how the developers are going to implement this technology.
This is all part of the labor of love that is known as Project Oxford, where Microsoft makes good use of its repository of machine learning and artificial intelligence experience in order to come up with sophisticated tools that are able to be used by just about anyone without cost.