The Emotional Impact of Cinema

Biometric study by Brightfish & Validators

Warm up: a little quiz

First click and watch this trailer…

Who had the highest emotional response

on the MOVIE TRAILER?

OR

Who had the highest emotional response

on the MOVIE TRAILER?

Who had the highest emotional peak

during the SEXUAL SCENE?

OR

Who had the highest emotional peak

during the SEXUAL SCENE?

Biometric Study on the Emotional Impact

of Cinema

Emotional Impact of Cinema

• Biometric study by Brightfish & research company

• Comparison in the movie theater versus at home

• Measuring emotional responses while watching commercials

• Neuromarketing: facial reading

Set-up

• Preshow: selection of 20 commercials

duration of +/- 15min

• Situation 1: target group watches preshow in cinema (N=25)

• Situation 2: target group watches preshow at home (N=100)

Facial Coding AnalysisMethod by Ekman & Friesen

• 43 facial muscles reveal 3500 universal facial expressions

• 6 basic emotions

• Measurement with specialised software

Positive emotions in cinema

• Overall higher on positive emotions such as happy and suprised

• Overall lower on negative emotions such as sad, angry, scared and

disgusted

Source: Validators: Scores of the cinema public on different emotions for commercials

Cinema: 42% happiness gain

Source: Validators: Scores on the emotion ‘happy’ of the cinema public and the public at home. On a scale 0-1: 0,13 for cinema vs. 0,09 for at home

A strong link between ‘feeling happy’ and

recall

• 2011: Study Validators on relation emotion and effectiveness of

television commercials such as C1000, KPN en Nespresso.

• Outcome: when a commercial makes you feel happy, you will

remember the commercial two times better

42% higher emotional engagement in cinema

Cinema scores better on positive emotions

(happy and surprise)

Cinema commercials score lower on negative

emotions (sad, angry, scared and disgusted)

The emotion ‘happiness’ enables a higher ‘recall’

Conclusion