The Emotional Impact of Cinema

Biometric study by Brightfish & Validators
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• Biometric study by Brightfish & research company
• Comparison in the movie theater versus at home
• Measuring emotional responses while watching commercials
• Neuromarketing: facial reading
• 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)
Method by Ekman & Friesen
• 43 facial muscles reveal 3500 universal facial expressions
• 6 basic emotions
• Measurement with specialised software
• 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
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
• 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’