Reactrix Systems

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.

On 15 October 2008, the company was reported to be in receivership with its assets for sale; and was eventually liquidated by a wind-down specialist firm in December, 2008.