September 24, 2009 at 17:58Brain scan in viewers will change filmmaking
In Hollywood, they decided to adopt the experience of neuromarketing and began to use magnetic resonance scanners (fMRI) to study how much the individual scenes of feature films affect the human brain. Theoretically, this can increase the level of emotional impact by an order of magnitude and bring cinema to a new stage of development.
One of the leaders in the new neurocinema is MindSign Neuromarketing , founded by film producer Peter Katz and neuroscientist Dr. David Hubbard. They recently completed the first phase of research, in which they compiled a complete picture of the impact on the human cerebellum of two scenes from the horror film “Skull on Wheels”, with a second storyboard of the four main “cerebellar” emotions (aversion, anger, lust and fear), writes Wired.
For example, the test results made it possible to identify, up to the frame, the scariest moment of the film (see video under habrakat).
The experiment was conducted on a 24-year-old woman, a Siemens 3T MRI scanner was used for tests, the duration of the sessions was 48 s and 68 s. Data processing took place in the BrainMovie program (it gives the same color brain scans as in the Doctor House series). According to Wired, while watching a movie, a woman's cerebellum glows like a Christmas tree.
The second video contains scenes of violence.
If similar technologies will be used in shooting films, then the future of cinema is even scary to imagine.
One of the leaders in the new neurocinema is MindSign Neuromarketing , founded by film producer Peter Katz and neuroscientist Dr. David Hubbard. They recently completed the first phase of research, in which they compiled a complete picture of the impact on the human cerebellum of two scenes from the horror film “Skull on Wheels”, with a second storyboard of the four main “cerebellar” emotions (aversion, anger, lust and fear), writes Wired.
For example, the test results made it possible to identify, up to the frame, the scariest moment of the film (see video under habrakat).
The experiment was conducted on a 24-year-old woman, a Siemens 3T MRI scanner was used for tests, the duration of the sessions was 48 s and 68 s. Data processing took place in the BrainMovie program (it gives the same color brain scans as in the Doctor House series). According to Wired, while watching a movie, a woman's cerebellum glows like a Christmas tree.
The second video contains scenes of violence.
Two videos in a ZIP archive (H264 codec, 1280x720, 70.1 MB).
If similar technologies will be used in shooting films, then the future of cinema is even scary to imagine.