Reactrix Systems, Inc

Infobox_Company
company_name = Reactrix Systems, Inc.
owner = Privately held
company_
company_type = Private
company_slogan = Play That Works
foundation = October 25, 2001
location_city = Redwood City, California
location_country = USA flagicon|USA
key_people = Matt Bell, Founder & CSO
Mike Ribero, CEO
| num_employees = 85 (2007)
homepage = [http://www.reactrix.com/ www.reactrix.com]
(English only)

Reactrix is an American company that provides technology for interactive out-of-home advertising and entertainment. Its large-format interactive displays are located in more than 175 malls, theaters and other public spaces across the U.S., mostly in the top 20 TV markets. The company's proprietary technology projects branded messages onto 6-foot by 8-foot surfaces. Images instantly respond to movement or gestures, allowing people to interact with them.

Each installation includes an infrared camera, a computer, and a projector. As a person interacts with the projected image, the camera tracks his or her movements and feeds that information to the computer; the computer adjusts the image to make it appear to react to the person.

Advances in IR near-sensing technologies make it possible to sense the movements of the human face and translate the same to commands for the various gadgets like T.V., phones, games etc.

Matt Bell, the company's founder and chief scientist, conceived the system as part of his computer science thesis at Stanford University.