Alfred Hitchcock, the legendary filmmaker, once remarked that creating films is like an exact science of audience reactions. Decades after his famous shower scene in “Psycho,” this idea is being explored scientifically. Researchers are delving into how movies influence our brains, a field known as “neurocinema.”
In a fascinating study, participants watched 30 minutes of the classic film The Good, The Bad and The Ugly while their brain activity was monitored using an fMRI machine. The researchers discovered striking similarities in brain activity patterns among the viewers. During certain scenes, specific brain areas lit up or calmed down in unison, and viewers’ eyes focused on the same parts of the screen. This indicated that these scenes were particularly captivating.
A follow-up study expanded on this by comparing brain activity while watching The Good, The Bad and The Ugly with other content, including an episode of Alfred Hitchcock Presents, an episode of Curb Your Enthusiasm, and a 10-minute unedited shot of a New York City park. The researchers used the similarity in brain activity as a measure of engagement. They found that the Hitchcock episode synchronized brain activity across viewers in over 65% of the cortex. In comparison, The Good, The Bad and The Ugly engaged 45% of the cortex, Curb Your Enthusiasm 18%, and the New York City park scene only 5%.
These findings suggest that Hitchcock had a unique ability to orchestrate responses in viewers’ brains. However, it’s important to note that while fMRI can measure engagement, it doesn’t assess the artistic or aesthetic value of a film. Directors have different styles and intentions, with some aiming to control audience reactions more than others.
Looking to the future, there’s speculation that films might become interactive, responding to viewers’ brain activity in real-time. This could lead to a new kind of choose-your-own-adventure experience, potentially transforming genres like horror.
Neurocinema offers a way to objectively measure aspects of entertainment value and audience reactions to movies, TV shows, and advertisements. This could help refine how engaging and emotionally effective these media are. However, it won’t predict this year’s Oscar winners—that’s where big data comes in.
So, the next time you hear “lights, camera, action,” remember there’s a whole new layer of science at play. Feel free to share your thoughts and Oscar predictions in the comments. And if you haven’t already, consider subscribing to BrainCraft for new episodes every Thursday.
Choose a scene from a Hitchcock film and watch it closely. Pay attention to how the scene is constructed, including camera angles, lighting, and sound. Write a short analysis of how these elements might influence viewers’ brain activity and emotions. Share your analysis with the class and discuss the potential neural responses.
In groups, create a visual map of the brain areas activated during different types of scenes (e.g., suspenseful, comedic, dramatic). Use research from the article and additional sources to identify which brain regions are involved. Present your map to the class and explain the significance of each area in relation to movie watching.
Design a concept for an interactive film that responds to viewers’ brain activity in real-time. Consider how the film could change based on different neural responses. Present your concept to the class, explaining how it could enhance viewer engagement and the potential challenges of implementing such technology.
Watch a short film or TV episode and document your personal engagement levels throughout. Compare your experience with a peer who watched the same content. Discuss any similarities or differences in your engagement and hypothesize why these might occur based on the article’s findings.
Participate in a debate on the ethical implications of using neurocinema techniques in filmmaking. Consider the potential benefits and drawbacks of manipulating audience reactions. Prepare arguments for both sides and engage in a class discussion to explore the future impact of neurocinema on the film industry.
Alfred Hitchcock once said that “creation is based on an exact science of audience reactions.” Many years after that iconic shower scene, audience reactions are indeed becoming a science. Neuroscientists are studying how we watch movies to determine which filmmaking styles have the most control over viewers’ brains. This field is often referred to as “neurocinema.”
In one study, participants watched 30 minutes of *The Good, The Bad and The Ugly* while their brain activity was recorded in an fMRI machine. The researchers compared the patterns of brain activity among participants and found remarkable similarities. During specific scenes, activity in certain brain areas increased and decreased simultaneously across participants, and their eyes tracked the same areas of the screen. This suggested that those scenes were particularly engaging.
A follow-up study compared participants’ brain activity while watching *The Good, The Bad and The Ugly* to their activity while watching other content, such as an episode of *Alfred Hitchcock Presents*, an episode of *Curb Your Enthusiasm*, and a 10-minute unedited shot of a New York City park. The researchers again used the similarity of brain activity as a measure of engagement. They found that the Hitchcock episode evoked similar brain activity across all viewers in over 65% of the cortex, while *The Good, The Bad and The Ugly* showed similar activity in 45% of the cortex. In contrast, *Curb Your Enthusiasm* had only 18%, and the real-life New York City park had just 5%.
The study indicates that Hitchcock could effectively orchestrate responses in different brain regions across viewers. However, fMRI cannot assess the artistic and aesthetic value of a film, and some movies and TV shows aim to control audience reactions more than others, depending on the director’s style and intentions.
Looking ahead, it has been suggested that future films may be so interactive that they will respond to viewers’ brain activity while being watched, potentially creating the ultimate choose-your-own-adventure experience. This could redefine the concept of a horror film.
Neurocinema can objectively measure some aspects of entertainment value and audience reactions to movies, TV shows, and advertisements, allowing for refinement in how engaging and emotionally effective they are. However, it cannot predict who will win this year’s Oscars—though big data can.
There’s a whole new meaning to lights, camera, action. Let me know your thoughts and Oscar picks in the comments. And if you don’t already, subscribe to BrainCraft for a new episode every Thursday.
Movies – A form of visual storytelling that combines various elements such as acting, directing, and cinematography to convey narratives and evoke emotions. – Movies can significantly influence an audience’s psychological state, often leaving lasting impressions through their storytelling techniques.
Brain – The organ in humans and other animals that is responsible for thought, memory, emotion, and sensory processing, playing a crucial role in how we perceive and interact with the world. – Understanding how the brain processes visual and auditory stimuli can enhance the effectiveness of performances in the arts.
Neurocinema – An interdisciplinary field that studies the impact of films on the brain, exploring how cinematic techniques can evoke specific neural responses. – Researchers in neurocinema analyze how different genres of films activate various regions of the brain to better understand emotional engagement.
Audience – A group of individuals who observe and interpret a performance or presentation, often influencing the dynamics and reception of the event. – The audience’s feedback can provide valuable insights into the psychological impact of a theatrical performance.
Reactions – The responses or feedback elicited from individuals after experiencing a stimulus, such as a performance or film, which can be emotional, cognitive, or physiological. – Analyzing audience reactions helps performers adjust their techniques to enhance emotional impact.
Engagement – The level of attention, interest, and emotional involvement that an individual exhibits when interacting with a performance or activity. – High levels of engagement in a theatrical production can lead to a more immersive and memorable experience for the audience.
Entertainment – Activities or performances designed to provide enjoyment and amusement, often serving as a means of relaxation and escapism. – The psychology of entertainment explores how different forms of media can influence mood and behavior.
Artistic – Relating to or characteristic of art or artists, often involving creativity, imagination, and expression. – Artistic expression in theater can evoke deep emotional responses and foster a connection between the performer and the audience.
Interactive – Involving active participation or engagement from the audience, often enhancing the experience by allowing for a two-way exchange. – Interactive performances can create a unique psychological experience by breaking the traditional boundaries between performer and audience.
Horror – A genre of film or literature designed to evoke fear, shock, or disgust, often exploring themes of the supernatural or the macabre. – The horror genre utilizes psychological techniques to tap into primal fears and elicit strong emotional reactions from viewers.
