They measure brain response to win oscars

• May 3, 2024

A growing number of companies neuromarketing, they try the movies that the movie theater presents us through scanners that measure the brain activity , the movement of the eye and other biometric items. The Oscar awards They should think twice before indicating who to reward.

Neurocinema is the new term coined to designate the process of neuro-feedback received by producers and directors to help refine elements of the film, whether scripts, characters, scenarios, scenes or effects.

Uri Hassson , professor of psychology at Princeton University, points out that the neurocinema is based on studies of magnetic resonances that conclude that there are certain types of films that produce a high activation in the region of brain called amygdala.

Hasson indicates that the genres of horror They manage to control the brains of their audiences through careful editing to maximize the activation of the amygdala and achieve juicy compensation at the box office.

Variety magazine has published statements by the film director James Cameron , where, the winner of several Oscars awards, stated that during the production of the film Avatar magnetic resonance studies were carried out in order to measure the brain activity . It showed that more activity of the neurons to process a movie in 3-D than in 2D.

The neuromarketing measures 3 aspects, according to the Executive Director of the company NeuroFocus, the Dr. A.K. Pradeep :

1.- How much attention do we put to what we observe

2.- How emotionally involved the observer is

3.- How much your memory can retain what you observe

And although the neurocinema still not widely used by Hollywood , if there is a growing and intense competition to obtain the maximum possible profits, which could be a factor of importance at the time of giving audiences what they most want and attract them.

Video Medicine: How Movies Control Your Brain (May 2024).