Imagine you are sitting in a huge high end cinema hall with 4K projectors, surround sound and comfortable seats. There is a movie playing on the screen. But you have a headset worn by patients on your head and sensors and monitors to measure hand and heart activity. Infrared cameras are also recording your blinking activity. In fact, every reaction you make while watching the movie is being recorded. This is the Cinema Lab of Bristol University, Britain. Here, after recording the reaction of the audience, research is being done to make more meaningful and in-depth films in the future. Researchers are studying how people respond to what they see on screens. By combining audiences’ physical reactions and verbal feedback on the parts of the film they found most engaging, the team hopes to understand which moments really capture attention, and whether this information can help filmmakers make better films and take more creative risks. Data-based creativity will come to the cinema industry. Neuropsychologist Professor Ian Gilchrist of Bristol University, who is leading the project, says that this technology can take film production towards data-based creativity. This will not only create more immersive and engaging films, but will also improve the audience experience. In the coming time, this research can also bring a big change in OTT content, gaming and virtual reality.
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