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Neurocinema
Neurocinema or Neurocinematics is how watching movies, or particular scenes from movies effect our brains, and the response the human brain gives to any given movie or scene.〔Hassan, Uri et al. "Neurocinematics: The Neuroscience of Film." Projections: Journal for Movies and Mind 2:1, Summer 2008: 1-26. 〕 The term Neurocinema comes from neurologists who are studying which pieces of a film can have to most control over a viewers brain.〔"BrainCraft", PBS Digital Studios. "How Movies Control Our Brain." Online Video Clip. ''YouTube''. Youtube, 18 Feb. 2015. Web. 3 Mar. 2015.〕 These studies are conducted with viewers who are screened movies while being monitored in fMRI machines that map the brains activity. Studies have shown that certain scenes in certain films stimulate different part of the brain in different ways. Gaining this knowledge is not only beneficial on a neuroscience level, but for filmmakers as well.
==History==
Although these studies began in the 2000’s, this idea has been around since the early years of film. This is demonstrated with Sergei Eisenstein’s experiments with montage theory and Lev Kuleshov’s famous “Kuleshov Effect”. These Russian filmmakers studied American filmmakers such as D.W. Griffith and discovered that film was a “malleable” art. The Kuleshov Effect proved that the juxtaposition of a series of images together can create ideas and emotions in an audience’s mind. This revolutionized propaganda in the Soviet Union to spread the influence the collective strength of a new Marxist state after the revolution of 1917.
This idea has grown ever since. Alfred Hitchcock referred to this idea of film saying, “() creation is based on an exact science of audience reactions”.〔"BrainCraft", PBS Digital Studios. "How Movies Control Our Brain." Online Video Clip. ''YouTube''. Youtube, 18 Feb. 2015. Web. 3 Mar. 2015.〕 He said this long before MRI technology was even fathomable. In more recent years marketing agencies have had their foot in the door with these studies in terms of neuromarketing. They use “fMRI, EEG, galvanic skin response, eye-tracking and other biometric approaches” to screen trailers to show studios and production companies how to best market a film for distribution.〔Randall, Kevin. "Rise of Neurocinema: How Hollywood Studios Harness Your Brainwaves to Win Oscars." Fast Company. 25 Feb. 2011. Web. 3 Apr. 2015. .〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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