Reactrix Systems

Reactrix is an American company that provides technology for interactive gesture-driven interfaces used in a variety of fields including out-of-home advertising, retail, 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 and patented technology project 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.

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

The company, having failed to secure additional funding from its backers, was eventually placed into receivership, and was purchased in April 2009 by Dhando Investments, Inc., the investment firm of entrepreneur Robert Hoffer.

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