Remember when Hollywood could tell us a great story? When more movies were heavier on plot than explosives, car chases, zombies, and scantily clad women? When storylines could dawdle a bit but still swept us up in their slow, meaningful pace?
Me too. But that’s changed a bit lately, and MindSign Neuromarketing might just change it more. Soon, movies could have no pesky plots whatsoever!
This San Diego-based company is developing “neurocinema,” an offshoot of something called neuromarketing. Essentially, neuromarketing uses functional MRI images to check out what’s going on in shoppers’ brains, gauging their raw neural reactions to various products and ideas. The more brain activity, the better people’s response.
Yes, folks, with this technology, filmmakers will be able to determine exactly what excites and ignites moviegoers’ brains the most and give it to them, probably not unlike a drug dealer feeds a junkie. Soon films could be just a series of adrenal-rush “hits” and funny scenes with monkeys, since research shows primates “light up” viewers’ brains.
In a way, Avatar is a precursor to neurocinema, isn’t it? Now, don’t get me wrong, I came out impressed by the CGI. But the story? Meh. It had been done a hundred times before, and with less politics. The difference was the 3-D and beautiful graphics—which our brains apparently went wild for, to the tune of $633 million, give or take.
Are we truly so caught up in highs? If this is the future of movies, why not just take a syringe of heroine and shoot it directly into our brains?
Personally, I will miss character development and lulls.
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