Independent scientists have monitored the behaviour of 12 participants using neurotechnology headsets which monitor bio-signals via sensors around the head, as they watched a film clip both in the cinema and a home-like environment. Brain and muscle data was then collated while the volunteers watched hit action movie The Fast and Furious, and found viewers smile twice as much when watching on the big screen.
To gather the data scientists first measured participants’ excitement and pleasure levels while in a neutral state.
These same neurological measurements were then monitored while participants watched the film both on the sofa and in a cinema.
It found excitement levels rose more than a quarter when watching in the cinema, compared to viewing from the sofa.
Pleasure levels also increased by a fifth from their neutral state as contributors were engaged in the action of a film longer on the big screen.
The experiment follows research of 2,000 adults commissioned by ODEON which found 74 percent suffer from ‘filmnesia’ when watching at home – where they can’t remember key plot details, characters or if they’ve even watched a certain film.
Professor Brendan Walker, the lead scientist on the experiment commissioned by ODEON, said: “The results of our experiment clearly show the average person will experience a far deeper emotional response when watching a film in the cinema, compared to watching at home.
“Results show the immersive, no distractions environment of the cinema is the perfect place to enjoy your favourite films.
“When our brains have a strong emotional response to a film, we’re more likely to remember it.
“Over lockdown, when we were stuck watching films on the sofa at home, the phenomenon of ‘filmnesia’ became commonplace- with many struggling to remember what they’ve watched and what they haven’t.”
It also emerged more than a third of those surveyed are easily distracted when watching a film at home, with 52 percent ‘dual screening’ between the telly and their phone.
Not remembering a character’s name, not being able to recall the ending of the previous film and forgetting if they’ve ever seen the film before were the most common symptoms of filmnesia experienced.
And it takes as little as 37 minutes for viewers to lose focus on the film they’re watching at home, with 56 percent finding it more difficult to concentrate in their familiar surroundings.
Nearly nine in 10 have suffered from filmnesia in the last year with mobile phones, toilet breaks and others talking the biggest distractions.
Four in 10 even admit to having to turn to Google the end of a film due to distractions at home, according to the research via OnePoll.
Certain genres of film should only be viewed on the big screen according to 56 percent such as action, sci-fi and thriller movies those worth experiencing in full force – with action stunts, car races and scenes with a great musical score the moments best absorbed at the cinema.
However, it’s not just about the action on screen, as 83 percent believe a trip to the cinema is about the whole experience, not just the film.
Chris Bates, commercial director at ODEON UK & Ireland, which is offering deals on its myLIMITLESS pass until the end of September, said: “There’s seeing films and there’s experiencing films, and the results of this experiment clearly prove that if you want to really experience a film there is no substitute for watching it on the big screen at the cinema.
“We’re very excited for A Quiet Place Part II to arrive at our screens on Friday and would urge guests to get off their sofas and head down to their local ODEON to enjoy the movie in all its big screen distraction-free glory.
“At ODEON, we are committed to making movies better for our guests, with premium sight and sound, comfy seats and tasty food & drinks, delivered by our fantastic hosts.”
TOP 10 BIGGEST DISTRACTIONS FOR AT HOME VIEWING
1. Mobile phone
2. Having to pause it so someone can use the loo
3. Friends or family talking
4. Home phone ringing
5. Your partner
6. The doorbell going
7. Having to get up to get snacks
8. A pet
9. Social media
10. A child