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Hoarding of gold statuettes for the king’s speech, but for the coveted award today not only needs a good director or a cast of amazing. You must go to the laboratories of neuroimaging.
It’s been a few days after it has been awarded the Oscar. Protagonist of the evening was the speech of the king of Tom Hooper, who received the award for best film, best director and best original screenplay. In addition to the golden statuette for Colin Firth, the male protagonist of the film. Best actress, however, Natalie Portman won the award for The Black Swan.
But in the end, “the winner is …” the human brain. We have entered the era of neurocinema, in fact, the one where the films are not made only with camera and takes, but also with the ‘EEG. In short, more and more Hollywood producers rely on specialized companies that show the film to an audience selected studying the reactions of the brain to understand what works or not, such scenes must be cut and so on. It is very likely that those who won the ‘Oscar, in part the need to neurocinema.
The technique is a derivation of neuromarketing, a discipline that is applied for several years in advertising. It is a sort of evolution of the focus groups, where the reactions of the brain of volunteers are recorded and analyzed by a team of technicians and researchers, using brain scan, magnetic resonance imaging (fMRI), analysis of skin conductance, tracking Eye and other biometric technologies.
Nevertheless, we are delighted with the success of this film, which is amazing, a must!
di Sergio Pennacchini
