ScareScore joins American Film Market as Premiere Sponsor

ScareScore is using the American Film Market to pitch biometric audience reactions as a new marketing layer for film releases. The company says its tech could amplify word of mouth, extend P&A spend and follow titles across theatrical, streaming and home viewing.

Why it matters: - ScareScore is trying to turn audience fear into measurable marketing data that can travel beyond the theater. - The company is pitching a tool that could help filmmakers and distributors stretch P&A budgets and generate more word of mouth. - The concept is aimed at release strategies worldwide, including independent films with limited marketing spend.

What happened: - ScareScore joined the American Film Market as a Premiere Sponsor. - The company said the market presence is meant to connect with filmmakers, sales companies and distributors. - ScareScore is using AFM to explore how biometric audience engagement could support film releases worldwide. - The company invited attendees to visit ScareScore staff at the Fairmont during the market week.

The details: - ScareScore’s patented syncing technology connects a viewer’s smartphone and compatible wearable to the film being watched. - The system measures real-time physiological signals, including heart rate, heart-rate variability and movement. - Those signals are turned into a personalized ScareScore that viewers can share. - The experience starts with horror, where ScareScore’s tagline is: “Your body is the review.” - Viewers can post scores on social media, compare reactions and challenge friends. - ScareScore says the shared scores could become a conversation starter that brings in new viewers. - Filmmakers can use the data as an added perspective on how audiences physically experience a film. - Distributors can use the participation layer to keep viewers engaged after the credits roll. - ScareScore says shared scores and challenges could create extra exposure for a campaign. - The company says that could reduce reliance on additional paid impressions and lower audience acquisition costs. - For independent releases, ScareScore says the model could create more discovery and word of mouth within a limited budget. - The concept is designed to work across territories for worldwide rights sales, local releases and film markets. - ScareScore says the format could support localized campaigns and audience challenges tied to release schedules. - The company is building toward a biometric record that can follow a film from theatrical exhibition through streaming and home viewing. - ScareScore says the smartphone-and-wearable setup does not require new exhibitor hardware. - ScareScore co-founder JP Ouellette said the goal is to turn audience reaction into momentum for a film’s release. - Ouellette said the company wants to help films travel further and make marketing dollars work harder. - Ouellette said supporting AFM puts ScareScore in direct conversation with companies bringing films to audiences worldwide. - Ouellette said the company wants ScareScore to become part of release strategy from the first theatrical audience to home viewers. - ScareScore’s social channels and more information are available through the company’s announcement.

Between the lines: - ScareScore is positioning biometric engagement as a practical marketing tool, not just a novelty for horror fans. - The pitch blends audience testing, social sharing and distribution marketing into one workflow. - The company is also signaling that it wants to be useful beyond theatrical windows, which could matter if the model proves repeatable across formats.

What's next: - ScareScore is seeking release partners at AFM. - The company appears to be testing how filmmakers, sales agents and distributors respond to biometric audience scoring as a campaign tool. - The next step is whether studios and independents treat the concept as a marketing add-on worth adopting.