The #1 daily newspaper in Sweden as to distribution and readership, DN, has an article on movies and audience screening. The reporter, who's taken part in such a testing, describes the process of having a say on how entertaining a movie is and presents an overview of the available methods of film screening on the Swedish market. This is where our iDTV Lab appears.
Although the Americans have carried the system of movie test screenings to an extreme, many of the technical progresses are made not in the West but in the East, in iDTV Lab in Vasa, the reporter writes. The article is found here (in Swedish only).