"A sizable number of neuromarketing companies already brain test movie trailers for the major studios through fMRI, EEG, galvanic skin response, eye-tracking and other biometric approaches. For now, the test data helps the studios and distributors better market the movie. But what about using brain feedback to help make the movie?
A trailblazing few firms and studios have delved into the upstart practice of "neurocinema," the method of using neurofeedback to help moviemakers vet and refine film elements such as scripts, characters, plots, scenes, and effects. Princeton University psychology professorUri Hasson coined the term "neurocinematics" based on an fMRI study, in which he concluded that certain types of films (e.g. horror, action, sci-fi) produced high activation scores in the amygdala region of viewer subjects' brains, the part that controls disgust, anger, lust, and fear. Hasson asserted that horror filmmakers can potentially control viewers' brains by precisely editing their films to maximize amygdalic excitement and thus "control for" buzz and success at the theater.
The neuromarketing firm MindSign was so excited by Cameron's reference they offered him "exhibition" (free) services including fMRI brain scans of subjects exposed to Avatar trailers (see below). And Avatar, like many modern big-budget films, appears to have been strongly fortified by neuromarketing trailer testing, which uses EEG and biometric techniques to measure and record viewer brain responses to different trailer scenes and sequences.
NeuroFocus CEO A. K. Pradeep shared, "as a sneak peak," some observations based on commercial neurocinema projects. They currently leverage neurocinematics for script vetting and character development, even cast selection. He's animated in talking about the budding field as a film industry "game-changer" in the next few years. Pradeep works with leading studios in both the US and India and thinks Hollywood is chasing Bollywood on neurocinema. Japan and Korea may also be more advanced and receptive to this approach says Susco.
NeuroFocus is also ratcheting up work in Bollywood on a new business model for the film industry that is about--more than getting butts in the seats--doing some societal good. "Every paid-for product placement sponsorship has an accompanying pro-bono social message placement. The end client teams up with their charity or social message of choice and convinces the studio that both must be done to underwrite the effort," Pradeep says. MindSign co-founder Philip Carlsen says the business side of Hollywood is excited about the potential of neurocinema. "The producers love it. I mean, spending $100,000 on a scientific, neurological method to help make their $350 million investment pay out is a no-brainer," he says. Katz hopes "neurocinema will give filmmakers a better understanding of their viewers' experiences and ultimately lead to better viewing experiences."
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A trailblazing few firms and studios have delved into the upstart practice of "neurocinema," the method of using neurofeedback to help moviemakers vet and refine film elements such as scripts, characters, plots, scenes, and effects. Princeton University psychology professorUri Hasson coined the term "neurocinematics" based on an fMRI study, in which he concluded that certain types of films (e.g. horror, action, sci-fi) produced high activation scores in the amygdala region of viewer subjects' brains, the part that controls disgust, anger, lust, and fear. Hasson asserted that horror filmmakers can potentially control viewers' brains by precisely editing their films to maximize amygdalic excitement and thus "control for" buzz and success at the theater.
The neuromarketing firm MindSign was so excited by Cameron's reference they offered him "exhibition" (free) services including fMRI brain scans of subjects exposed to Avatar trailers (see below). And Avatar, like many modern big-budget films, appears to have been strongly fortified by neuromarketing trailer testing, which uses EEG and biometric techniques to measure and record viewer brain responses to different trailer scenes and sequences.
NeuroFocus CEO A. K. Pradeep shared, "as a sneak peak," some observations based on commercial neurocinema projects. They currently leverage neurocinematics for script vetting and character development, even cast selection. He's animated in talking about the budding field as a film industry "game-changer" in the next few years. Pradeep works with leading studios in both the US and India and thinks Hollywood is chasing Bollywood on neurocinema. Japan and Korea may also be more advanced and receptive to this approach says Susco.
NeuroFocus is also ratcheting up work in Bollywood on a new business model for the film industry that is about--more than getting butts in the seats--doing some societal good. "Every paid-for product placement sponsorship has an accompanying pro-bono social message placement. The end client teams up with their charity or social message of choice and convinces the studio that both must be done to underwrite the effort," Pradeep says. MindSign co-founder Philip Carlsen says the business side of Hollywood is excited about the potential of neurocinema. "The producers love it. I mean, spending $100,000 on a scientific, neurological method to help make their $350 million investment pay out is a no-brainer," he says. Katz hopes "neurocinema will give filmmakers a better understanding of their viewers' experiences and ultimately lead to better viewing experiences."
-More Here
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