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

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.”

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