Dawn of neurocinematics

FILM-MAKERS have unwittingly stumbled across a psychological trick that grabs our attention better (see “Solved: The mathematics of the Hollywood blockbuster”). Given the gargantuan cost of blockbusters like Avatar, it wouldn’t be surprising if Hollywood’s next step is to use brain scanners to get inside the heads of movie-goers. It’s impossible to translate brain activity into “Oscar buzz”, though, so the potential of “neurocinematics” is unproven. But with so many humdrum films being made, we welcome any technology that will boost the audience-engagement factor.