Pay Per Laugh was an innovative experiential project created by The Cyranos McCann for the Barcelona-based theatre company Teatreneu, with the technology developed by our Lab. The idea emerged in response to the decline in theatre attendance in Spain following the economic crisis and the increase in cultural taxes. Instead of asking audiences to pay for a ticket upfront, the project introduced a revolutionary pricing model: spectators would only pay for the laughs they actually had during the performance.

To make this possible, every seat in the theatre was equipped with an iPad-based facial recognition system capable of detecting smiles and laughter in real time. The technology tracked each audience member’s reactions throughout the show, automatically counting every laugh and generating live statistics. Each laugh was priced at €0.30, with a maximum charge of €8 per person, ensuring that audiences could enjoy the performance without worrying about excessive costs. At the end of the show, attendees could review their laughter record and even share the experience on social media.

The campaign quickly became an international benchmark in the use of technology to create new consumer experiences. By transforming laughter into a measurable form of payment, it turned the ticketing model itself into the core of the creative idea. The project earned widespread recognition across the advertising and innovation industries, winning multiple awards at major festivals including Cannes Lions, D&AD and The One Show. Beyond its promotional impact, Pay Per Laugh demonstrated how facial recognition and real-time data could be used to create a fair, engaging and highly shareable entertainment experience.