Masimo plans to use pulse oximeter to review movie

Masimo (NSDQ:MASI) said last week that it plans to use its iSpO2 pulse oximeter to review 1st-time viewers reactions to the documentary “Personal Gold: An Underdog Story.”

Select attendees of the documentary screening will receive a pulse oximeter to record their pulse and blood oxygenation during the film, the Irvine, Calif.-based company said.

Afterwards, the documentary team will analyze the measurements against a timeline to examine physiological reactions to the film, the company said.

“We believe this is the 1st time a pulse oximeter has been used to help ‘review’ a movie. Masimo is dedicated to taking noninvasive monitoring to new sites and applications. The Quantified Self Expo offers an ideal setting to noninvasively measure physiological changes of viewers as they watch this inspiring film,” CEO Joe Kiani said in a press release.

The movie follows 4 U.S. women cyclists in the 2012 London Olympics who relied on pulse oximetry, and other technology, as part of a data-based training regimen.

“‘Personal Gold’ is more than a must-see Olympic story – it’s a film that expertly explores the intersection of sports, science and ingenuity. Without access to the tools of self-measurement, such as the noninvasive pulse oximetry device we’ll be using at the screening this weekend, these heroic athletes would not have had a chance to make history. For these women, quantified self techniques meant the difference between standing on the side lines and standing atop a podium,” Wired contributing editor Gary Wolf said in prepared remarks.

On Monday, Masimo said it won CE Mark approval in the European Union for its next-generation MightySat Rx pulse oximeter designed to noninvasively check oxygen saturation and pulse rate for adults and children during motion and low perfusion, the company said.

The new device is available with bluetooth connectivity and the ability to measure pleth variability index, the company said.

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