Attention lab rats: Time Warner is interested in how often your belly jiggles when you watch “Hart of Dixie.” The company has opened a media lab in Manhattan so it can study consumer reaction to TV shows, websites, video games and magazines. The lab is a 9,600 foot space equipped with a living room, a 47-seat 3-D movie theatre, an observation room and a mini fake grocery store.

“This [lab] can help people learn what their content looks like when it’s actually watched,” Steve Woodward, Time Warner’s Senior Director for Global Broadcast Technology, told The New York Times.

That’s sort of true. People will be responding, but their reactions will definitely be altered, because the place sounds extremely creepy:

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