ARTICLE
A NEW ERA OF THE FILM INDUSTRY:
Neurocinema ESİL SÖNMEZ KENCE Neuromarketing Researcher
Neuromarketing Lab. www.neuromarketinglaboratory.com info@neuromarketinglaboratory.com
W
hen watching a film, what we see is not a mere “visual” record of the images moving on the screen but is the result of a complex structure constituted by ingredients like human senses, emotions, imagination, and memories. Analyzing this complex structure and predicting audience behavior has always been a critical element for the film and entertainment industry.
focus groups). This claim assumes that individuals do not fully express their preferences when asked to do so. This is thought to be the result of various reasons, such as cognitive biases, cognitive control processes, etc. For this reason, neural metrics which can represent the audience’s real reactions to stimuli in a way that is not contaminated by personal biases stand out in recent studies.
For A-list productions, the potential success is realized through Neuromarketing research techniques can easily turn into box pre-tests. The pre-tests are based on the data collected from office success by providing an alternative framework for presurveys and focus group studies on posters, teasers and trail- dicting the overall performance of a film, as well as accurateers and piloting which then are used to formulate the market- ly analyzing the impact of marketing stimuli such as trailers, ing argument. The analysis of static and dynamic images used teasers and posters and accurately predicting the audience’s to engage audiences and effectively summarize the story is reaction to the content itself. This means that the potential considered a useful method to predict audience behavior and success of a movie or TV series can be determined, and necesdetermine commercial performance. However, these traditional sary precautions can be taken before release. research methods may not always yield reliable results. Studies show that more than 75% of the movies released record loss By providing millisecond-by-millisecond responses to video or during their theatrical run! (Boksem & Smidts, 2015). Considering visual stimuli, neuroscientific measurements can analyze inforthe filming costs and all the marketing investments of the cine- mation processing details, otherwise unavailable through tradima and film industry, tional methods. Given remarkable contributhese potential advanAOIs are defined as areas in the stimulus space relevant and could be used to analyze a variety of eye-movement metrics such as fixations, saccades, or scan paths. tion can be achieved tages, neuromarketing by using new research research methods can criteria to analyze aufacilitate achievement dience behavior, inof the targeted perstead of conventionformance by identifyal, statement-based ing audience behavior. methods. Empirical studies using a combination of In recent years, there various methods such has been a growing as eye tracking, skin interest in the film conductance response industry in using bi(SCR), facial coding, ometric measures to electroencephalogram identify metrics that (EEG) and functional predict the performance and effectiveness of video stimuli. magnetic resonance imaging (fMRI) can provide accurate readThis interest is based on the potential of neuromarketing re- ings of the audience’s attention level, approach-avoidance mosearch techniques to provide additional information that can- tivation, emotional arousal levels and micro-expressions such not be obtained through traditional methods (i.e., surveys and as fear, anger, surprise, happiness with various correlations.
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