Cinema is a multi-layered art form that can affect our neuropsychological structure in various ways. Research has shown that different parts of our brain are activated while watching a movie, and as a result, the movie mimics the structure of consciousness. This imitation of consciousness makes it possible for cinema to have a profound effect on the human mind. The nature of these effects through cinema and how they occur is one of the main research topics of the emerging field of neuro cinema.
Neuromarketing (the intersection of neuroscience and marketing) and cinema can form a strong collaboration because they are both disciplines with the ability to capture audiences’ attention, create emotional connections and influence their decision-making processes. Audience behavior data obtained through neuromarketing can be used to improve movie recommendation algorithms on digital platforms or to provide audience-specific marketing content. Offering personalized experiences based on the audience’s interests and emotional reactions can increase audience loyalty. Choosing the right music and visual aesthetics plays a critical role in maximizing the cinematic impact of a scene.
Music is a powerful tool in directing the audience’s emotional responses and shaping the atmosphere. In particular, the music used in a movie can appeal to the viewer’s unconscious and trigger certain emotions while setting the tempo of the scene. For example, a slow piano melody can make a dramatic scene more emotional and melancholic, while up-tempo, rhythmic music can increase the audience’s excitement in suspense or action scenes. Color palettes and visual aesthetics also have a powerful impact on the viewer’s subconscious. Shades of red often evoke intense emotions such as danger, passion or anger, while cool blues and grays can evoke melancholy, loneliness or mystery.
Neuromarketing techniques can measure how audiences react emotionally to these types of visual elements, enabling the use of the right color tones and lighting techniques to enhance the psychological impact of a scene. Using neuromarketing data, scenes can be structured in a more nuanced way by measuring the audience’s brain responses to visual and auditory elements. For example, eye tracking technology can be used to measure the impact of a movie trailer on the viewer; by analyzing which scenes the viewer focuses their eyes more or which colors attract their attention, the trailer can be made more remarkable and emotional.
Reference: Psychologist Merve Altındağ
Demirtaş, H. (2022). Filmleri nasıl algılar ve hissederiz: ayna nöronlar, empati ve sinemada özdeşleşme. İletişim psikolojisi içinde, 93-111.
Abbasova, N. (2021). Sinemada yeni bir boyut: Nörosinema ve” Molly’s Game” filminin analizi (Doctoral dissertation, Yüksek Lisans Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, Radyo Tv Sinema Anabilim Dalı. İstanbul).
