menu

Using Brain Scans To Make Movies

Using Brain Scans To Make Movies
Advertising

MindSign Neuromarketing is helping develop a new kind of "neurocinema".

Dan Gould
  • 8 february 2010

MindSign Neuromarketing is helping develop a new kind of “neurocinema”. The company is using real-time brain scans to observe people’s reactions to on-screen activity, providing an inside look into what micro-details excites viewers the most.

Wired Explains:

The company uses the scanning technique to track blood flow to specific areas (especially the amygdalae, those darling little almonds of primal emotion) while a test subject watches a movie. Right now, the metrics are pretty crude, but in theory, studios could use fMRI to fine-tune a movie’s thrills, chills, and spills with clickwheel ease, keeping your brain perpetually at the redline. MindSign cofounder Philip Carlsen said in an NPR interview that he foresees a future where directors send their dailies (raw footage fresh from the set) to the MRI lab for optimization. “You can actually make your movie more activating,” he said, “based on subjects’ brains.”

MindSign has already helped advertisers dial in their commercials’ second-by-second noggin delight and has even assisted studios in refining movie trailers and TV spots: One of its “videographs,” mapped over a trailer for Pirates of the Caribbean: At World’s End, clearly shows viewers’ brains lighting up whenever a monkey appears onscreen. (Of course, if there’s one thing we don’t need a computer to tell us, it’s that monkeys are funny.) Now the company wants to replace that ancient analog heuristic, the dreaded focus group. Carlsen claims that focus group members not only misrepresent the likes and dislikes of the broader population — they can’t even articulate their own preferences. Often, they’ll tell a human researcher one thing while the fMRI reveals they’re feeling the opposite.

Wired: “Scott Brown on How Movies Activate Your Neural G-Spot”

Advertising
Trending

Turn Any Wearable Into A Mental Health Tracker

Fitness / Sport
Work Yesterday

Amazon Is Experimenting With A 30-Hour Work Week

The online retailer is launching a pilot program that will allow a technical team to work with a considerably shortened schedule

Fitness / Sport Yesterday

How The Rio Olympics Stood For More Than Just Games

PSFK rounds out the Rio Games with our picks for the finest moments beyond sports

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Retail Yesterday

Mobile Travel App Embraces Cognitive Computing

The Orlando Tourism Board is looking to IBM Watson to provide personalized local recommendations for visitors

PURPLELIST EXPERTS

DeRay McKesson

Social Media, Social Justice, Community

Automotive Yesterday

Bike-Friendly Apartment Building For Swedish Cyclists

A residential space is being designed for commuters to easily transport goods

Advertising Yesterday

Nike Takes Over An Entire City Block With A Giant Running Track

The Unlimited Stadium is shaped like a 100-meter sole print of the brand's LunarEpic sneaker

Gaming Yesterday

Fortune Cookie Service Brings Bad News To Your Doorstep

To promote their new delivery service Blackbox, the creators of Cards Against Humanity are delivering unfortunate messages in an edible form

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Arts & Culture Yesterday

This Picture Frame Could Be The Lava Lamp For A New Generation

Slow Dance makes real objects appear to move in slow motion

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Airport Mural Puts Passengers In The Clouds

The installation in an Amsterdam terminal lets travelers float through a series of billowing 3D digital shapes

Automotive Yesterday

DevBot Is An Intelligent, Driverless, Electric Car

The unmanned test vehicle from RoboRace is a preview of upcoming AI race models

Augmented / Virtual Reality Yesterday

AR Ski Goggles Make Racing Down The Slopes Even More Immersive

Israeli startup RideOn weaves digital overlays into the thrill of skiing with an unconventional pair of protective eyewear

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Advertising Yesterday

Japan Wants To Make 2020 Olympic Medals From Recycled Electronic Waste

The Tokyo Games could showcase the first-ever gold, silver and bronze awards made from discarded phones and computers

Culture Yesterday

This Small Town Has Become A Hide-and-Seek World Championship Destination

An old abandoned village in Northern Italy has become a massive playground for over one hundred competitive players

Design Yesterday

Garmin’s New Smartwatch Is Challenging The Luxury Market

The brand adds a premium version of its popular multi-sport trainer to its accessories collection

No search results found.