CN1535013A - 根据观众的度量标准形成数字电影内容的方法 - Google Patents

根据观众的度量标准形成数字电影内容的方法 Download PDF

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Publication number
CN1535013A
CN1535013A CNA2004100314081A CN200410031408A CN1535013A CN 1535013 A CN1535013 A CN 1535013A CN A2004100314081 A CNA2004100314081 A CN A2004100314081A CN 200410031408 A CN200410031408 A CN 200410031408A CN 1535013 A CN1535013 A CN 1535013A
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content
film
spectators
scene
projection
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CNA2004100314081A
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CN100466722C (zh
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D��F�����̩��
D·F·麦金泰尔
D·L·帕顿
J·R·弗雷伦德
M·E·麦克拉肯
��������ķ������
C·V·休姆
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Eastman Kodak Co
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Eastman Kodak Co
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Abstract

一种方法，通过获取观众度量标准，例如人口统计数据，并且，根据这些度量标准，从替换帧(200)内容或者从要插入到图像显示数据流(180)的可选场景(174a1、174a2)选择由广告客户(260)购买的可替换的图像成分(202)，来放映作为数字数据流被接收到并具有可选场景内容的电影。

Description

根据观众的度量标准形成数字电影内容的方法
技术领域
本发明基本上涉及数字电影，更具体地说，涉及一种形成各种数字电影场景内容的方法和设备，其由广告客户提供，并根据人口统计学及相关的用户度量标准而被可选择显示。
背景技术
在电影影片的生产及发行的传统模式中，电影的娱乐内容由于盘上影片(film-on-reel)工艺的实际限制而一成不变并受到限制。不论盘上是何内容，都会呈现给任何及所有的观众，而不管观众的构成是什么。通常，生产电影的不同版本以提供，例如，由于不同内容而具有不同标准化率的版本(例如，R为限制级，或者PG是建议在父母指导下观看)。但是，这种版本的类型是严格固定的；没有机会调整影片内容来适应观众，即使经修改的版本更加合适。
人口度量标准已经用作进行娱乐、广告以及向观众发送推销材料的基础。在多个实施例中，美国专利第5758257号(由Herz等人发明)公开了一种方法，使用顾客的轮廓(profile)数据来加工材料，从而使有线电视的顾客能享用所述材料；美国专利申请公开2002/0156677A1(由Pdters等人发明)公开了一种方法和系统，用于根据由类似个人携带的个人数字助理(PDA)这种数字设备获取的人口统计的及偏好信息而在公共场合进行广告宣传；美国专利第5155591号(由Wachob发明)公开了根据各电视观众位置的人口统计的及偏好轮廓数据向电视观众依据人口统计进行商业广告的方法；而美国专利第6128663号(由Thomas发明)公开了一种方法，根据人口统计的及偏好信息向请求者提供指定的互联网内容。
人口统计度量标准也已由电影生产商和发行商使用，以便得到有关全体观众的反应以及一部影片商业上的成功或失败的相关程度的原始反馈数据。但是，迄今为止，人口统计的观众数据还没有用于根据具体的观众来调整电影的内容，其它商业可用的人口统计数据也没有用于在特定的观看位置吸收观众观看放映。
随着数字电影的出现，能够提供更灵活的放映安排以及色彩改进及其它图像改进的可能性的潜在技术优势已经引起了特别关注。除了这些技术及性能优点之外，对于更加经济的电影发行、对于根据市场及观众人口统计进行改进调整、对于有些类型的内容进行本地用户化、以及对于更为有趣的电影院体验的整体改进，也都显示出了令人注目的优点和可能性。由于存在这些优点，所以可以提高生产及发行影片内容的电影制片公司以及向观众放映该内容的电影院的财政收入。
电影影片发行的传统模式的特征在于整个发行及放映过程的严格控制，其允许最小程度的或者无灵活性的局部调整。参照图1，所示为传统电影影片发行系统10的框图。电影生产公司20从制作影片部分、广告、电影预告片、预演片以及进行电影院放映的其它内容的内容提供商22获取内容，特别是独立的内容影片30。电影制片公司20剪辑、控制并准备电影拷贝24，并把这些电影拷贝通过发行网26提供给电影院28。在图1所示的传统模式中，电影制片公司20决定在各电影院28放映的内容。确定放映内容的这种控制不仅关系到影片部分本身，而且关系到广告或电影预告片，例如对将来票房的预测等。在传统安排中，电影院28根据电影制片公司20的指令来放映影片部分及其它相关内容。通常，实际上，需要电影院28的管理者或所有人把电影预告片(包括广告及其它内容)与主要影片部分接合在一起，以便根据电影制片公司20的具体要求来放映影片。由于图1中所示的相当不灵活的安排，所以没有机会动态地增加或改变图像内容。
电影制片公司20的主要收入源于广告和推销材料。广告商支付大笔费用进行电影制作，以便使他们的产品出现在电影中。例如，汽车制造商支付额外费用，使它们的汽车作为布景的一部分。类似地，软性饮料制造商支付费用，以便其商标、自动售货机或广告牌广告出现在背景中，或者让演员穿上带有其集团标识的T恤衫。采用传统的、以影片为基础的印制预制及发行方法，任何这种“隐性”广告收入都归电影制片公司20所有。电影院28不会从这种广告收中获益。当然，对于有些国内和国际广告制作，广告商通过在国内及在世界上发行影片而获益。但是，经常有些场景是为本地的商人拍摄的广告或推销内容，其中的产品或服务只在一定区域内为人所知。例如，该场景背景可能会拍摄杂品店的出口、器具店、投币式公用电话、汽车加油站、或只局部出现的商品的出口。通过这种内容，使用图1所示的传统的以影片为基础的印制及发行方法，由于该推销空间的再次出售带来的潜在收益不会分流。
总之，可以看出，通过图1中所示的传统的以影片为基础的印制及发行方法，只有电影制片公司20控制发行给电影院28的电影拷贝24的内容。电影院28没有机会分享推销的收入。在类似的情况下，使用传统的以影片为基础的印制及发行方法，没有机会增加其它类型的本地内容，包括不是专门用于广告或推销的内容。例如，在所放映的电影本身中包括观众成员可能会具有娱乐价值，从而提高整体娱乐体验。仅作为一个例子，电影中的群众场景可以允许附加图像，使用观众成员可以增加这些图像。这种能力可用于提高观众的兴趣及对电影的反应。
数字电影的潜在优点之一如何存储图像并由数据显示出来。参照图2，所示为数字电影制作及发行系统100的框图，该系统用于从电影制片公司110向后期制作设施111提供电影图像，其使电影图像数字化，并通过传输系统130把数字化的图像提供给放映系统140，一般是电影院。(该后期制作设施111可以在电影制片公司110的控制之下，或者可以(一般情况下将要)作为单独的实体存在于整个系统100中。)在后期制作设施111处，对影片112进行数字控制，该影片包括图像内容，例如影片部分、广告、电影预告片等。数据影院系统114把影片内容转化成数字图像内容并把该数字图像内容提供给演出系统118，该演出系统一般由磁盘阵列120支承，演出分辩率适于发行及放映的电影图像数据。演出系统118还可以接收来自如数据磁带、DS磁带和数据Cam装置这样的辅助输入装置116的输入。然后，全部处理过的数字电影输出作为数据流被提供给传输系统130，这可以使用与连接到后期制作设施111的传送器122通信的人造卫星138。其它可替换的传输媒体包括光缆连接器136，或者使用例如DVD或光盘这样的光学介质134传送，或者使用例如数据磁带这样的磁介质132传送。在放映系统140处，通过例如接收器148、光学介质读取器144、磁介质读取器142或通过数据或光纤光缆连接器136接收原版(mastered)的数字图像数据。一般由磁盘阵列120支承的电影操作系统146接受数字输入数据，处理用于放映的输入数据流，并提供该数据用于形成图像并由一个或多个数字放映机150放映。
已经研发了多种方法，用于数字图像处理中图像的重叠。例如，美国专利第6243104号(由Murray发明)公开了用于传递作为互联网上提供的数字数据的图画内容的重叠技术。美国专利第6069637号(由Gaglione等人发明)和第6362816号(由Kawanami等人发明)公开了用于组合不同类型的图像的技术，这些图像包括可能具有不同分辩率的图像。在电视广播中，两维蓝屏方法已经被广泛应用于把一个活动图像叠加在另一个的上面。天气预报是应用这些方法的最佳的已经实施例。气象学家出现在动态改变的地图前面；实际上，气象学家站在蓝屏前；天气图像由独立的摄像机记录并被叠加在非封锁的蓝色像素上。
已经开发出了更加先进的三维方法和技术，并用于在视频数据流中设置广告及推销内容用于电视播映。类似的实施例见于播映体育赛事时的背景广告。在棒球比赛中，例如，从投手踏板处看到的播映画面显示的是击球手后面的广告牌。该广告牌加入播出演播室中；实际上，投手只看到击球手后面的暗墙，因为亮白板会使投手分心。已经开发出了用于整合这种类型的广告材料的先进技术，以便电子合成的广告能够自然地呈现给电视观众。例如，美国专利第5264933号(由Rosser等人发明)公开了在播映的视频片断中插入标识的技术。美国专利第5353392号(由Luquet等人发明)公开了用于识别用广告或其它材料进行替换的连续图像帧中的目标区域的方法，包括用于调节摄像机焦距以及仰角和方位角变化的方法以及允许目标阻挡部分目标区域的方法。美国专利第6381362号(由Deshpande等人发明)公开了用于在视频放映中提供插入广告的虚拟替换显示区域。美国专利第5731846号(由Kreitman等人发明)公开了用于组合视频图像的图像转换的方法。美国专利第6184937号(由Williams等人发明)公开了具有优质音频的图像插入的方法。
美国专利申请公开US2002/010042A1号(由khoo等人发明)公开了一种向各个电视观众播映的数字数据流中的产品替换及广告显示的方法和系统。在2002/0100042公开的方案中，演播室能根据所获取的单个观众的个人人口统计数据替换插入到播映电影中的广告。为了提供替换的图像内容，图像处理装置识别能被剪辑的区域，并把按比例变换过的广告图像插入到该区域中，特别是根据各个观众人口统计数据用一种产品来替换另一种。2002/0100042中所述的操作就是在演播室中这样的进行的，从而能形成多个不同的电影放映(每种放映规定特定的观众人口统计轮廓)，或者根据人口统计度量标准“在空中”形成各个个人化的电影放映。虽然2002/0100042公开的方法可以用于产生替换的广告内容，但是，其具有限制可用性以及这种特性的潜在效力的缺点。一个缺点涉及演播室在使用该方法时的控制水平；没有可能利用可替换的场景内容进行局部或区域性的修改以作广告之用。而且，由于只能在演播室进行场景内容的替换，2002/0100042中公开的方法不能提供度量标准，广告客户根据该度量标准可以充分地评估替换的场景内容的价值。例如，对于广告客户来说，在追逐场景过程中的广告板的短暂一瞥的价值可能低于在单独的谈话场景过程中的背景中出现的产口显示的价值。不过，2002/0100042中公开的方法的另一个缺点涉及场景的视觉特点，即，场景的整个“观感”。任何替换场景内容必须调适得适于许多场景的视觉特点，例如相机视角、亮度和焦点。替换场景内容可以在场景的背景或前景中，并且，如果设置在理想的聚焦条件之下，看起来可能不会很逼真。因而，由于其特点是内容的严格控制、对于广告客户以及那些把替换内容合成在场景本身中的人来说可替换内容的信息的有限可用性、以及在演播室环境外面使用的有限灵活性，所以2002/0100042公开的解决方法不太适于允许在局部或区域性的水平上插入替换场景内容，或者允许替换场景内容美学地适于场景的视觉特点。
因而，虽然有技术工具根据观众的人口统计来改变电影图像以便把内容添加到连续的图像帧部分中，但是这种类型的图像处理通常只在始发电视演播室或播映设施中进行。没有办法使用这些技术对电影图像作局部修改；电影院不能利用通过插入图像内容而进行的本地及区域性广告的推销机会。广告客户只能得到有限的信息以便评估可更换场景内容的潜在效力。例如，除了广告之外，电影院也不能添加用于提高电影迷之体验的娱乐程度的内容的类型，比如增加观众成员的图像。
除了影片中的广告及推销内容之外，也可以有用于推销的“电影预告片”，其包括广告，在放映之间的间隔播放。在传统的以影片为基础的模式中，遵照电影制片公司及发行商的指令，这些电影预告片在电影院与电影影片接合起来。电影环境中使用的其它图像内容包括在播映之间用幻灯片放映的广告。在传统模式中，不论影片何时放映，不管观众人口统计如何，都放映相同的广告或推销内容。可以理解到，如果能改变电影预告片或幻灯片放映的材料来适应观众的构成将会很有价值。
在传统的电影环境中，有些推销及广告收入归电影制片公司所有，用于在电影中显示产品或集团标识，或者用于在放映中间放映广告片。但是，影片的当地放映商没有机会获利；放映的内容，包括任何从产品布置或其它广告获取的利益，均由电影制片公司及发行商控制。相反，在电视广播中，特定的广告时段被分配用于本地商业销售。但是，电影放映不会为商业而中断，并且本地放映者不能从影片内容或电影预告片获得任何推销收入的机会。
公知的是，当根据理想的人口统计轮廓有针对性地作广告时，广告是最有效的。即使相同的产品在向不同的观众推销时经常展示得不一样。因而，例如，非常相同的早餐谷物，可能被吹捧为是健康的、富含纤维、低脂、和有营养的而向那些注意这些事情的观众推销，而向其余的观众推销时可能会把它吹捧为是有趣的、多彩的、甜的、并出发出使人愉快的嘎吱嘎吱声。在电视广告中，观众的人口统计轮廓是根据与相关显示内容的以及从观众调查得出的统计数据的有效性有关的假定推断出的。之后，这些人口统计，可能在不同的程度上，被用于针对轮廓(profiled)群体观众制定时间表并购买广告时段。但是，在电影院的设置中，坐在它们的座位上的是活生生的观众，因而人口统计数据就会更加可靠。同一部电影根据一天中的时间以及其它因素可以放映给具有不同人口统计的人群。对于广告客户来说，能把他们的商业广告词传达给这样易于profiled的观众会具有重大价值，特别是由于电影观众一般不会有像广告客户面对的家庭观众那样的不专心程度。
因而，可以看出，如果电影院的经营者能添加和改变电影的特定内容以及相关的显示内容用于广告、推销、和娱乐改进，特别是当这种修改是基于从观众那里获得的人口统计信息时，他们就会从中获益。根据观众的度量标准对用于推销内容的有效空间的局部应用可以帮助电影放映者利用广告收入，而这在应用传统的以影片为基础的放映技术时是不可能作到的。
发明内容
本发明着眼于克服上述的一个或多个问题。简言之，根据本发明的一个方面，本发明提供一种方法，用于放映作为具有多个原始场景序列并在一个或从个原始场景序列中具有可选择的场景内容的数字数据流而被接收到的电影。该方法包括如下步骤：(a)获取放映电影时的多个观众的有关各个观众数据；(b)接收电影中对于原始场景序列之一的场景内容的替换序列的数字图像数据；(c)根据所述的有关所述观众的所述数据，在所述的放映时用场景内容的替换序列代入对于所述原始场景序列之一的数字数据流中，从而根据所述观众的相关数据改变用于放映的可选择的场景内容；以及(d)收取放映场景内容的所述替换序列的费用。
根据本发明的另一方面，本发明提供一种方法，用于把广告客户的推销内容合成进数字电影放映给观众。根据这个方面的方法包括如下步骤：(a)接收包括至少一个可变场景序列、第一场景内容替换序列和第二场景内容替换序列的电影数字数据流，其中，所述第一或所述第二场景内容替换序列作为所述可变场景序列部分被插入所述电影数字数据流；(b)获取放映数字电影时有关观众的数据；(c)从广告客户那里收取在所述至少一个可变场景序列中放映所述第一场景内容替换序列或所述第二场景内容替换序列的费用；以及(d)把所述第一场景内容替换序列或所述第二场景内容替换序列插入所述至少一个可变场景序列中的所述电影数字数据流，所述第一或第二场景内容替换序列的选择取决于所获得的所述与观众有关的数据。
根据本发明的另一方面，本发明提供一种方法，用于把广告客户的推销内容插入数字电影中放映给观众。根据这个方面的方法包括如下步骤：(a)识别数字电影数据流中的至少一个可替换推销场景序列；(b)从广告客户那里收取费用以购买所述至少一个可替换推销场景序列用于在放映数字电影时播出；(c)接收包括所述至少一个可替换推销场景序列并包括至少一个场景内容替换序列的电影数字数据流；(d)获取放映数字电影时有关观众的数据；以及(e)根据所述有关观众的数据把所述至少一个场景内容替换序列插入所述电影数字数据流进行播出。
本发明的一个特点是提供了在一次或多次放映中改变数字电影放映的特定场景中的场景内容的机会。
本发明的优点是能够根据观众的人口统计及偏好来调整电影放映中的推销材料。
本发明的优点是能够使电影院的所有人从在放映电影影片时进行推销的机会中获利。而在以前，只有电影制片公司控制推销内容的使用及获取收益。除了图像内容外，也可以与插入的图像内容一起提供相关的音频内容。
本发明的另一优点是能够使本地的电影院所有人或其它放映者动态地把人们的图像添加到所放映的电影的选定部分中，从而提高某些观众的娱乐性及参与性，并为本地的广告客户提供展示其广告的机会。
对于本领域普通技术人员来说，通过参照附图来阅读以下表示并描述了本发明实施方案的详细说明，本发明的这些及其它目的、特点及优点会变得更加清楚。
附图说明
图1是表示电影影片生产及发行的传统系统的示意性框图。
图2是表示原版片制作(mastering)及提供数字电影数据的系统，例如可以用于实施本发明的那种系统的示意性框图。
图3a-3d表示识别可变内容显示区域、分离该区域、提供插入该区域的替换内容、并根据与数字电影图像数据流相关的元数据插入替换内容的连续进程。
图4是表示用于应用色度键控技术在数字电影中提供替换内容的关键部分之间的关系的示意图。
图5是表示获取与观众有关的人口统计数据的一种设置的示意图。
图6是表示如何能从替换场景序列中构造数字电影的图像数据流的示意图。
图7是表示优选实施方案中用于获取替换内容的处理步骤的流程图。
图8是表示用于获取并应用由广告客户提供的替换内容的处理步骤的流程图。
图9是表示用于获取并应用由电影制片公司提供的替换内容的处理步骤的流程图。
图10是表示用于获取并应用替换的音频内容的处理流程的流程图。
具体实施方式
本说明特别针对于形成或一起构成本发明设备部分的元件进行描述。应当理解，没有具体示出或描述的那些元件可以采用本领域普通技术人员所公知的各种形式。
虽然本发明的优选实施方案主要针对人口统计因素，例如年龄和性别的应用，但是其它类型的观众度量标准也能用来影响电影中的场景内容。相关的观众度量标准可以包括，例如，出席人数、测量或察觉出的行为反应、声音大小、根据所报道的或察觉到的喜欢与否的信息、或者购买行为，例如购买可乐、爆米花及其它东西。即使预期的交易量由于放映的时间表或同时放映的时刻而变化，也可以广泛地考虑其它因素作为用于影响电影内容的观众度量标准的类型，如下所述。
获取观众度量标准
与观众有关的人口统计及其它相关数据可以通过多种方法获取。参照图5，所示为用于收集并对与观众成员80相关的人口统计及出席数据作出的放映系统140的部件。在人口统计数据入口点70，比如当售票或检票时，雇员72把有关观众成员80的信息输入控制台74。数据库76存储观众度量标准数据并使其可应用于电影操作系统146，其也从传输系统130接收数字相机数据82，如央前面背景技术部分中所述的那样。根据人口统计数据及其它观众度量标准，电影操作系统146调整由放映机150放映的数字电影内容。
人口统计数据一般包括观众成员80的年龄及性别信息，还可包括附加信息。有多种上其它方法可以用于获取人口统计数据。电影院雇员72会应用人工或自动方法收集并报告该数据。例如，可以使用电子相机84，并配合图形识别软件，从而获取在进场或就座时各观众成员80的信息。例如，像在售票时、在入口、或就座时，观众成员80本身可以被邀请在便携式终端上输入人口统计或偏好信息。
不论如何获取观众人口统计或其它观众度量标准数据，该数据都可用作选择并调整场景内容的替换序列。被调整的场景内容序列可以是图像帧中的图像内容，或者可以是赛事的帧序列，如下所述。
修改帧中的部分场景内容
参照图3a、3b、3c和3d，所示为一个示例序列，表示对于一个图像帧200，本发明如何根据观众度量标准定义并处理可变内容显示区域204。在一系列电影图像帧200中，该序列从图3a所示的原始拍摄场景开始，其中有可替换的图像成分202。例如，在一优选实施方案中，可替换图像成分202包括一些广告形式，比如广告板、公车或其它交通工具上的广告、商店橱窗中或上面的标记、公用电话亭上的标识、或者其它一些出现在背景场景内容中的可识别的成分。如图3b中所示，可变内容显示区域204具有由多个形成边界坐标的顶点206定义的形状及尺寸。给定包括可变内容显示区域204的形状、尺寸和位置的给定信息、替换内容208可以预制，如图3c所示的实施例所示。然后调整替换内容208使之适应可变内容显示区域204的形状及其它特征，以便在修改的图像帧200’中提供预备的可替换图像内容202’。
用于替换预备的如图3d中所示的可替换图像内容202’的能力涉及数字成像的特点，由此图像帧200显示成两维像素矩阵，如同数字成像技术中的技术人员所公知的那样。各像素具有一个或多个确定像素如何显示的相应的数据值。再次参照图2，对于图3d中的修改过的图像帧200的放映，可变的可替换图像内容202’的数字像素数据被插入进入数字放映机150的数字数据流。注意，可以以某种方式调整位于可变内容显示区域204的边界上或附近的帧200中的像素，以改善原始拍摄的内容与替换内容208之间的视频转换。例如，当在原始拍摄的像素与含有替换内容的像素之间转换时进行的这种调节可以通过模糊化或者羽状化来进行。优选地，虽然不是必需的，但通过修改可变内容显示区域附近的，而不是其中的，像素可以作出这一点。
可变内容显示区域204的元数据
一起参照图2和图3a-3d的序列，本发明提供一种方法，用于在放映系统140处修改从后期制作设施111传送出的作为原始数字数据的图像帧200。
为了能够修改图像帧200，电影制片公司110必须与数字图像数据流一起提供足够的元数据。作为绝对最小值，该元数据必须包括有关帧200包括的可替换图像内容202的信息以及有关各帧200中的可变内容显示区域204的形状、尺寸和位置的信息。至少，这种类型的数据给出识别图像帧200的哪些像素可以在相应的图像数据流中被替换的“原生”信息。或者，可以提供指定可替换区域的掩码或选择频道。但是，如视觉领域的技术人员了解的那样，仅仅识别可变内容显示区域204本身的位置不能给出足够的信息用于对可变的可替换图像内容202’的可信的、视觉上适合的替换。即，必须重视与类似相机角度、焦距、亮度条件、图像尺寸等场景视觉特点的其它信息，以便适当地调整图像数据，以形成视觉上可接受的修改过的图像帧200’。焦点信息也有助于确定可变的可替换图像内容202’相对于图像帧200的其它成分的外形。而且，尺寸及观看因素两者至少可以部分地从一个图像帧200轻易地改变至下一个。
参照表1，所示是为不同图像帧200提供的具有识别的重大元数据字段的元数据的几个简要、简单的实施例。关键元数据会包括以下这些：
(a)帧id号。如上所述，每个帧200具有从电影的第一帧开始按序列标出的帧号码；
(b)边界坐标。如图3b所示，可变内容显示区域204的这些识别顶点206一般是成组的像素，应用惯用的迪卡尔坐标模型，帧200的边界内或沿着该边界上的一些点一般标记为起点(原点)或(0，0)位置；
(c)相机焦点设置及相机角度数据。这些参数对于调整替换内容208是必要的，以便获得适当的观看角度及观点。应用图像数据转换通常能弥补获得替换内容208时未能提供适当的观看角度的失误。例如，可以包括指定插入的矩形形状的改变，比如广告牌，以便最终的外形与由相机拍摄下的远景相配，如美国专利第6075542号“合成两个数字图像的方法”(由Fredlund等人发明)所指出的那样，这里引用其作为参考；
(d)亮度及对比度数据。该数据可以包括有关整个场景亮度条件的信息，这对于调整替换内容208以便以自然的显示配合图像帧200来说是必要的。电影的创作者可能会指明限定亮度、对比度、饱和度或其它有助于使插入的像素具有自然显示的其它图像参数；以及
(e)如果必要的话还有其它说明信息。例如，如果场景环境条件包括倒影、雨、雪或雾时，会增加复杂性。根据帧200内的可变内容显示区域204的位置，可能需要对放映光损耗作一定的补偿。焦点信息对于确定图像清晰度及其它参数可能很重要。
表1所列的内容只是为了举例说明；可以提供替换的和/或附加元数据字段用于更加精确地确定场景的观看条件。例如，元数据的数据格式可以是简单的、开放的数据格式，比如使用惯用的逗号分隔的字段。可以使用较为复杂的编码方案，比如那些应用压缩、安全算法的那些，其中一个关键是需要进行解码或其它已经的数据转换机构。
可以与图像帧200的图像数据一起传送与各图像帧200有关的元数据，标记为非图像元数据，但形成于图像数据流内或者用于图像数据流的相同传送期间。或者，该元数据可以形成于独立的媒介之上，或者作为与数字相机成像数据一同传送的文件。或者，可以在独立的时间或与图像数据本身的传送同步地提供单独的频道来传送元数据。
实践中，对于任何识别的可变内容显示区域204，用作可替换图像内容202的缺省内容由电影制片公司110提供。因而，放映系统140的操作者有用可变的可替换图像内容202’代替可替换图像内容202或者保持原始可替换图像内容202的选择权。在电影院环境中，例如，可能有这样的情形，其中，例如根据观众人口统计，提供这种替换可能或者不可能是适当或有优点的。
还必须注意到，为替换场景内容提供的元数据也提供广告客户及那些销售潜在广告空间的人有用的度量标准。在评估使用可替换图像内容202用于放置产品的机会的潜在价值时，例如，广告客户可以根据关于持续时间、焦点以及电影中的特定序列的光条件的元数据作出决定。
观众度量标准也可以用于更加有效地找到替换内容208。可能有许多根据观众人口统计及其它观众度量标准选择出的可用的候选图像可以作为替换内容208。对于主要由不到十几岁的孩子构成的观众，例如，特定的替换内容208可以针对年轻观众的兴趣。对于主要由成年人构成的观众，可以使用针对该较为年长的群体的其它替换内容208。在这种方式中，人口统计数据及其它观众度量标准可用于确定任何一次放映中修改的图像帧200’的内容。
                表1元数据实施例
帧#(始，末) 边界坐标 场景特点 可变内容
000，423 (137，144)(658，147)(661，398)(140，387) 相机焦点设置：16英尺远方位角：+4.5度距法线：-11.23度亮度：阳光.级别：88焦点：带墨镜的Jennifer 描述：运奶车广告尺寸：48H×64W英寸
23433，23507 (66，215)(312，228)(301，396)(80，378) 相机：摄全景，弧距(558，232)13.2英尺方位角：+23.8度距法线：+22.3度亮度：无灰尘，级别：62焦点：Jack，焦急地步行 描述：临街店面显示尺寸：35H×116.7W英寸
6727727，6745421 (2341，816)(2215，145)…… 相机焦点设置：46.3英尺方位角：+15.4度距法线：-23度亮度：雨夜.级别：21焦点：远处的城市风景 描述：出租车的旗帜尺寸：12H×55W英寸
可替换图像内容202的其它选择
在图3a中所示的实施方案中，可替换图像成分202包括作为一部分背景场景内容的广告。但是，在最宽泛的理解中，可替换图像成分202包括图像帧200的任何部分。使用本发明的方法，可以识别任何背景成分作为符合用所提供的适当的元数据进行替换的条件的可替换图像成分202。甚至可以添加前景成分和人物。
参照图4，所示为用于获取能向图像帧200添加人物或物体的图像的替换内容208的部件的设置。在蓝屏162前的主体160由电子相机164拍摄下来，所得到的数字图像输入电影操作系统146中。根据程序指令，电影操作系统146把该数字图像数据与如上所述那样通过传送系统130获取的数字电影的图像数据结合起来。然后，电影操作系统146把数字图像数据流传送到数字放映机150用于放映修改过的图像帧200’。
公知在电视传播中，色度键控或“蓝屏”技术用于图像覆盖。使用惯用的色度键控方法，具有权威的气象学家指点背景地图或移动显示；但是，在影视演播室中，气象学家实际上指点的是空的蓝屏，希望单独拍摄背景显示演播室工作人员正确地把图像组合起来并形成可靠的显示。
根据图4的设置，可以捕获主体160的图像160’在电影中放映。通过色度键控技术，图像160’作为替换内容208插入图像帧200中。应用色度键控，电影操作系统146确定是否从蓝屏162检测到了蓝色像素或作为部分图像160’的像素并据此作出反应，以动态地分离主体160的图像160’，从而能提供图像160’作为替换内容208。利用该作用，例如，在放映前被拍下的观众成员可以“出现”在电影的适当场景中，例如群众场景中或者各种类型的冒险或喜剧场景。由于这个目的，例如，电子相机164和蓝屏16可以设置在电影院的休息室或适于获取观众成员图像的其它位置。
应用图4中所示的技术把物体或人物插入电影图像帧200中，比起上面参照图3a-3d和表1所述的替换实施例来，会需要不同的元数据。例如，代替对可变内容显示区域204的几何特性的精确描述，会提供背景及定标信息的更加概略的描述，例如使用美国专利第5867282号(Fredlund等人发明)中所公开的技术，在这里引用其作为参考。有些相机角度、焦距及亮度数据也是需要的。附加的元数据会表示全部类型的场景及优选的主体类型(例如年龄或性别)、动作或举止以及其它有助于使图像160’最适当地配合场景的信息。
如前所述，当由观众人口统计建议时，例如，从许多可用的预备可替换图像内容202’序列中选择出一个是有益的。对于广告内容，例如，预备的可替换图像内容202’的第一特定序列可能最适于不到十几岁的观众，而预备的可替换图像内容202’的第二特定序列可能最适于年长观众群体。
场景内容之替换序列的应用
除了用作在图像帧200中选择替换内容的依据之外，观众度量标准也可以作为选择一个或多个帧序列的依据，其中各帧序列是一套为电影提供场景或一些临时场景片断的连续帧。例如，可以为青少年观众删除或缩短特定的场景或部分场景，或者，相反，为年轻观众扩展场景以及为较为年长的观众缩短场景。应用数字电影技术可以容易地在电影院替换相同场景的不同版本，而这在以前用传统的影片放映是极为困难的。
参照图6中的示意性框图，所示为本发明的设置，通过该设置，电影操作系统146利用根据数据库76的观众人口统计或根据其它因素选择的可替换场景内容部分组合图像显示数据流180。对于这种能力，电影制片公司110提供包括多个图像数据流的合成电影170。在图6所示的简化实施例中，图像数据流如下：
(a)基础内容172，包括一个或多个不会在不同场次的放映中改变的场景；
(b)可选择场景174a1和174a2，其中一个且只有一个可选择场景174a1或174a2包括在显示图像数据流180中；以及
(c)可选择结局176z1、176z2、和176z3，其中一个且只有一个可选择结局176z1、176z2和176z3包括在显示图像数据流180中。
实践中，可选择场景174a1或174a2中的一个是默认值，设置在整个电影的原始图像数据流中。类似地，可选择结局176z1、176z2和176z3中的一个是默认值。因而，如果根据观众度量标准没有作出决定，就在数字图像数据流中使用默认的原始场景。
对于图6的设置，电影制片公司110提供合成电影170的所有成分。另外，电影制片公司110也提供描写可选择场景174a1和174a2以及可选择结局176z1、176z2和176z3之一。在一优选实施方案中，可选择场景元数据182具有表2中的信息，包括场景描写、编码人口统计数据、时间以及其它信息。之后，电影放映者可以利用可选择场景元数据182根据观众度量标准和其它因素来确定放映哪些场景片断。优选地，程序控制电影操作系统146根据观众度量标准和相关变量作出决定。假如作出了这个决定，接着，可以利用电影操作系统146上的图像处理逻辑把所选的材料嵌入图像显示数据流180中。
使用图6中所示的设置，电影放映者可以根据例如出席人数、交通状况、观众行为的观众人口统计，或者类似一天中的时间、季节、天气状况或爆米花库存量这样的其它因素来为同一部分影片提供多个不同的图像显示数据流180。例如，在繁忙时段，放映比可选择结局176z3短一些的可选择结局176z1是有益的。同时也必须注意到，可以根据前面甚或在放映过程中作出的决定动态地组合图像显示数据流180。例如，如果从远处可以访问人口统计数据库76，就可以通过电影制片公司110或者通过影片发行商在远程服务器上组合图像显示数据流180。
用于指定可选择场景174a1、174a2或可选择结局176z1、176z2或176z3的同一种方法也可以用于指定广告或者推销预告片或者作为一部分图像显示数据流180的幻灯片放映内容。即，可选择内容可以是部分影片本身，或者可以是一些其它成分，例如广告预告片。
        表2 场景元数据182的实施例
序列号 场景 可选择场景片断 持续时间(秒) 等级 人口统计等级
28 海面上的暴风雨夜 鲨鱼袭击，有血 114  PG  14000010075
 28 海面上的暴风雨夜 鲨鱼袭击，少许血 103  G  040000306f3
 28 海面上的暴风雨夜 鲨鱼袭击，建议的 64  G  04000040782
 28 海面上的暴风雨夜 鲨鱼袭击，伴有生动的咀嚼 132  R  2400007663a
 187 海员交谈 Barnacle Bill的报告，生动的 32  R  340000356ea
 187 海员交谈 Barnacle Bill的报告，温和的 30  PG  07000070089
广告及推销空间转售的安排
很明显，本发明的方法是为电影院所有人及其它电影放映者提供一个获利的机会。传统上只由电影制片公司110控制的在正在放映的影片中广告空间出售现在可以使电影放映者获益。为了应用这种新的能力，电影影片具有内容追踪列表，包括有关在影片中的何处使用替换内容208的信息。通过实施例的方式，表3表示了具有少量预期信息数据字段的内容追踪列表。
序列号ID表示影片中的场景序列。其它信息提供了足够的数据，用于形成何种类型的广告或推销空间可用的意见、用于指示有效的持续时间、用于列出所述空间的潜在的或实际的客户、以及用于规定每单位时间的有效空间的费用。有了该信息，随后，电影院所有人或地方放映者可以征求本地客户，向他们展示为影片中的一个或多个片断提供替换内容208的机会。替换内容208的拍摄一般会由外部代理机构执行，指定可用的场景序列信息(如表3的实施例所示)以及元数据(如表1中的实施例所示)。
        表3内容追踪实施例
序列号 场景 目标 持续时间 客户 费用/秒
1 白天 杂货店标记 30秒 GiantBig Eagle $300.
33 无尘 加油站的天篷 120秒 Mak’sSunoilco $280.
42 无尘 小餐馆层顶标记 8秒 Joe’s Diner $240.
353 夜，晴 汽车特许经销商 12秒 Loopy’sStudebaker $280.
参照图7，所示为一优选实施方案中用于获取替换场景内容的步骤的流程图。在初始传送步骤242中，电影制片公司110向放映者240提供作为数字电影图像数据流的数字电影。(为了简化与图7-10有关的描述，已经从描述中删除了后期制作设施111的中间作用。)另外，电影制片公司110也提供作为元数据的有关可替换场景内容的信息，不论是如图7中的实施例所示的可变内容显示区域204的，还是如后面所述的完整场景的。在售卖提供步骤244中，放映者240向广告客户260销售可有效的可替换场景内容。广告客户260在购买步骤248购买推销空间。在向广告客户260销售时，放映者240在购买步骤246中推迟向电影制片公司110交付使用所述空间的费用。在实现步骤250中，例如，电影制片公司110向放映者240提供所述空间的实现信息，比如编码，并提供所需要的任何附加元数据。
接着在图7中的流程，在指定步骤252中，放映者240向广告客户260提供元数据信息。然后，广告客户260请人制作推销图像内容。接着，在内容形成步骤254中，广告客户260提供在数字电影图像数据流中使用的适当制作的内容。之后，放映者240插入替换内容，无论它是在帧200内作为替换内容208还是替换场景内容的帧的完整序列，如下所述。
图7中的交易序列允许在本发明的范围作任意次数的修改。例如，电影制片公司110可以简单地提供元数据以及任何必要的解码信息作为其销售、出租或电影影片发行的一部分。或者，要求放映者240支付播出任何本地销售的推销内容的使用费用。例如，电影制片公司110可以提供数字电影内容、元数据、能够解密的编码、以及任何其它从网络服务器或使用任何其它合适的数据传输介质(例如光盘或磁带介质)传输的数据。
放映者240可以与广告客户260达成任何数目的各种可能协议。具体地，观众度量标准数据用于确定使用何种替换场景内容，如果有的话。例如，广告客户260可以坚持只有当观众中至少有200个年龄在16至44之间的男性时才把特定推销内容合成进电影数字图像数据流中。可以商议帐单的设置，以便根据例如规模这样的观众度量标准或人口统计来调整添加的推销内容的定价。广告客户260可以投标相同的场景序列，从而在不同的放映场次都能看到不同的推销内容，包括能够根据观众度量标准来确定放映哪个推销内容。可以使用用于传送电影的同一数据网络或者一些其它网络连接作为暗道(backchannel)向电影制片公司110或广告客户260反馈付款确认或观众度量标准数据。在这种最广阔的场景中，广告客户260可以是生产出售的产品或提供某些服务的公司、个人、组织或者任何被委托作为对某种报酬的报答而提供推销展示的机构或代表。
至今，还可以使用应用观众度量标准、比例尺的其它选择方案，从而广告客户260的花费取决于观众中符合一定人口统计度量标准的人数。因而，例如，如果目标观众是年龄在16至35之间的女性，向广告客户260征收的推销内容的费用会根据符合这些度量标准的观众的人数而变化。
其它实施方案
应用本发明的方法，在播映电影时“实时”、动态地进行插入了替换内容208和任何附带音频内容的数字电影显示数据的实际播出。或者，可以预先进行播出，而播出的版本暂存储在比如磁盘阵列120上用于以后的观赏，如图2中所示。
必须注意到，电影制片公司110可以指明能接受替换内容208的任何数目的帧200序列。放映者240或者电影院所有人可以选择修改这些帧200序列中的某些或者不修改。编码使电影制片公司110根据从放映系统140的所有人或操作者接收到的报酬决定是否修改帧200的内容。
对于任何可变内容显示区域204，放映者或电影院所有人可以在替换内容208的一套可能候选方案中进行选择。因而，例如，不同的广告客户可能会让他们的推销材料有差别地出现在不同的放映场次。广告客户260可以根据观众度量标准使用可选择的场景以不同方式推销同一产品，比如强调早餐谷物的营养性(例如，如果观众的年龄可能是50或更高)或者同一早餐谷物的趣味性、甜度(如果观众度量标准显示年轻观众的年龄)，如前面在背景技术部分中所述的那样。
可以提供缺省图像作为替换场景内容208，当放映者240没有售出一个或多个可变内容显示区域204时使用。
可选择内容的交易流程
参照图8，所示为在一实施方案中使用替换场景内容208作为收益来源的流程图，其中放映者240比起图8中所示的流程来扮演更加被动的角色。在初始的传送步骤242中，电影制片公司110向放映者240提供数字电影，同时提供可变内容显示区域204或全部场景的替换内容。在售卖提供步骤244中，公司110向广告客户260提供购买替换场景内容208的机会，根据在一次或多个电影放映场次中的观众度量标准来放映所述替换场景内容208。替换场景内容208可以由电影制片公司110或广告客户260根据电影制片公司提供的元数据来制作。在购买步骤248中，广告客户260购买推销空间。然后，在实现步骤262中，电影制片公司110向放映者240提供用于解码并使用由广告客户260购买的用于放映的替换内容的实现编码。在放映时，放映者240在度量标准收集步骤264中获取观众度量标准。然后，根据合适的观众度量标准，放映替换场景内容208。该放映动作被记录下来并在报告步骤266中报告给电影制片公司110。
图8中的设置允许用多种可选择方案放映替换场景内容208，例如下面这些：
(a)在单独放映时，可以根据所获取的观众度量标准来决定放映一套推销场景中的任何特定一个或者包括特定的帧200内容。因而，例如，如果一部特别的电影对特定年龄的人群具有特别的吸引力，就放映针对该群体的替换场景内容208。例如，会根据在放映时收集观众度量标准来决定在任何一次放映一个或其它备选电影预告片，或者简单地放映缺省内容；
(b)帐单等级可以根据观众度量标准来调整。因而，例如，当确定观众人数至少达到了目标人口统计群体的阈值时，放映者240可以征收用于放映替换场景内容208的额外费用；相反，如果观众度量标准表明在某次放映时目标人口统计群体极少，就要相应地降低奖金等级；
(c)不同来源的替换场景内容208，例如来自不同广告客户260，可用于电影的各次放映，可以在观众就座时决定放映推销内容A还是推销内容B；
(d)网络连接可以用作报告观众度量标准或图8中所示的任一交易步骤的“暗道”。特别是，购买步骤248或实现步骤262可以有益地应用网络连接，从而允许场景内容的不同并根据，例如，观众度量标准对每次放映定价。
可以理解，根据观众的特点替换场景内容的能力对广告客户260来说是有益的，他们会对特定的市场表现出更大的广告效力。相同地，放映者240和电影制片公司110由于能向广告客户260表明对推销空间的更为有效的利用而从中受益。
仍然参照图8，应用从人工统计和报告到使用的图形识别工具来自动获取有关观众成分的数据的各种技术，可以以多种方式执行度量标准收集步骤264。
参照图9，所示为在另一实施方案中使用替换场景内容208作为收入来源的流程图。在初始传送步骤242中，电影制片公司110向放映者240提供数字电影并提供由电影制片公司110制作的替换内容的列表，其可用于一个或多个帧200序列中的可变内容显示区域204或全部场景，不论是视频内容还是音频内容，或者既有视频内容也有音频内容。提供有缺省内容；但是，如果购买了的话可以换掉替换内容。以这种方式，本地的广告客户可以购买由电影制片公司制作的替换内容，放映给具有预定人口统计构成的观众。在商议步骤268中，放映者240或由放映者或电影制片公司110委托的机构商讨把根据一次或多次电影放映时观众度量标准放映的替换内容出售给广告客户260。在定购步骤270中，广告客户260根据谈判结果购买替换内容。在运送步骤272中，电影制片公司110提供已经定购的替换内容，同时提供任何所需要的实现数据，例如解码键或元数据。在放映时，放映者240在度量标准收集步骤264获取观众度量标准。然后，根据合适的观众度量标准，放映所购买的替换场景内容208。该放映动作被记录下来并在报告步骤266中报告给电影制片公司110。
可选择的音频内容
必须强调，替换内容208可以包括视频或音频内容，或者两者都包括。如果替换内容208只是视频内容，就使用原始声道；如果替换内容208只是音频内容，就使用原始视频帧。第三种可能，如果替换内容208即有视频内容也有音频内容，就重写现有内容，或者把替换内容208中的音频与现有内容混合起来。虽然上面的描述主要针对使用替换视频内容，图7、8、9中的图中所示的交易也可用于替换场景内容，该替换场景内容既可以是音频内容也可以是视频内容，或者两者都有。
当应用本发明的方法，可选择的是引入作为部分替换内容208的音频内容的处理。声道数据可以代替部分电影声道数据或与之相混合，以便与修改过的图像帧200’的任何序列相协调。音频内容可以替换现有的音频内容或者有选择地插入电影中作为一个或多个声音素材。例如，广告的叮当声可以在电影场景的背景中被无意听到。或者，可以根据观众度量标准选择使用不同的声道内容。对于所选的电影，例如，这甚至能根据观众度量标准选择替换声道。
参照图10，所示为获取作为替换内容208的音频内容、根据观众度量标准选择特定音频内容、从该活动获取收益的步骤的流程图。在初始传送步骤242中，电影制片公司110向放映者240提供作为数字电影图像数据流的数字电影。另外，电影制片公司110还提供有关音频内容的元数据形式的信息，其中允许进行替换或混合。在出售提供步骤274中，放映者240向广告客户260出售推销空间适用的可替换的场景内容。在购买步骤276，广告客户260为声音素材购买推销空间。在传送及实现步骤302，例如，电影制片公司110为放映者240提供声音素材的实现信息，比如代码，并提供任何需要的附加元数据。音频内容本身一般由广告客户260提供，虽然电影制片公司可以为本地或区域购买提供替换音频内容。
接着图10中的，放映者240在数据收集步骤264获取观众度量标准。根据所得到的观众度量标准，放映者240在放映步骤300中选择在某次放映时放映备选声音素材中的哪一个。然后，放映者240在放映中插入所选的声音素材。该活动被记录下来并在报告步骤266中报告电影制片公司110。
图10中的交易流程允许在本发明范围内作任意次数的修改。例如，电影制片公司110可以简单地提供元数据和任何必要的适用于作为替换内容208的音频插入的编码信息，作为其销售、出租或电影影片发行的一部分。或者，可以要求放映者240为放映任何本地出售的推销内容而支付费用。可以商讨附加帐单设置，来根据例如规模或年龄人口统计这样的观众度量标准来调整附加推销内容的定价。广告客户260可以包括，例如，购买推销空间的音乐家。电影制片公司110或放映者240可以为广告客户260提供现有的音频内容，以使其与附加内容混合。
除了影响图像显示数据流180的合成之外，观众人口统计数据或相关的观众度量标准也可以用作选择在休息室或电影院外面的其它地方进行放映的广告或推销内容的依据。
部件列表
10   电影影片发行系统
20   电影制片公司
22   内容提供商
24   电影拷贝
26   发行网络
28   电影院
30   内容影片
70   人口统计数据输入点
72   雇员
74   控制台
76   数据库
80   观众成员
82   数字电影数据
84   相机
100  数字电影制作及发行系统
110  电影制片公司
111  邮政生产设施
112  影片
114  数据影院系统
116  辅助输入装置
118  播出系统
120  磁盘阵列
122  传送器
130  传送系统
132  磁性介质
134  光学介质
136  光缆连接
138  人造卫星
140  放映系统
142  磁性介质读取器
144  光学介质读取器
146  电影操作系统
148  接收器
150  数字放映机
160  主体
160  图像
162  蓝屏
164  电子相机
170  合成电影
172  基础内容
174a1、174a2可选场景
176z1、176z2、176z3可选结局
180  图像显示数据流
182  场景元数据
200  图像帧
200  修改过的图像帧
202  可变的可替换的图像成分
202  替换可替换的图像内容
204  可变内容显示区域
206  顶点
208  替换内容
240  放映者
242  原始传递步骤
244  售出提供步骤
246、248购买步骤
250  实现步骤
252  指定步骤
254  内容提供步骤
260  广告客户
262  实现步骤
264  度量标准收集惧步骤
266  报告步骤
268  商讨步骤
270  订购步骤
272  传送步骤
274  出售提供步骤
276  购买步骤
300  放映步骤
302  传送及实现步骤

Claims (7)

1.一种放映电影的方法，用于放映作为具有多个原始场景序列并在一个或多个原始场景序列中具有可选择的场景内容的数字数据流而被接收到的电影，所述方法包括如步骤：
(a)获取放映电影时的多个观众成员的有关观众数据；
(b)接收电影中原始场景序列之一的场景内容的替换序列的数字图像数据；
(c)根据所述的有关所述观众的数据，在所述的放映时用场景内容的替换序列代入对于所述原始场景序列之一的数字数据流中，从而根据所述有关观众的数据改变用于放映的可选择的场景内容；以及
(d)收取放映场景内容的所述替换序列的费用。
2.一种如权利要求1所述的放映电影的方法，其中，在步骤(b)中接收到的所述场景内容替换序列包括一系列完整的图像帧。
3.一种如权利要求1所述的放映电影的方法，其中，在步骤(b)中接收到的所述场景内容替换序列包括插入电影中所提供的图像帧的图像内容。
4.一种如权利要求1所述的放映电影的方法，其中，在步骤(b)中接收到的所述场景内容替换序列包括幻灯片放映图像。
5.一种如权利要求1所述的放映电影的方法，其中，把所述场景内容的替换序列替代入所述电影数字数据流中的步骤(c)包括调整所述场景内容的替换序列的所述数字图像数据使之符合一个或多个连续帧的场景特点。
6.一种如权利要求1所述的放映电影的方法，其中，在步骤(a)中获取的有关所述观众的所述数据是设定所述费用的数量的因素。
7.一种如权利要求1所述的放映电影的方法，其中，在步骤(a)中获取的有关所述观众的所述数据是从特定的广告客户那里选择特定的所述场景内容的替换序列的因素。
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