So, we're now at a point where scientists can scan our brain waves while we watch movie trailers - and are able to pretty accurately predict whether that movie will be a box office success... or whether it'll bomb.
Researchers from Northwestern's Kellogg School of Management have been working on a method of scanning brain waves of moviegoers, scanning over 120 of them wearing EEG brain monitors while they watched movie trailers, scanning their brain wave patterns. The researchers used this data, to see how well the trailers were keeping the attention of the viewers, and how similar the viewers' brain waves were.
This provided them with something called "neural similarity", and was a great way of predicting whether the final movie would be a box office hit - as those with more neural similarity made more money at the box office, with better engagement. The team tested over a dozen movie trailers, with X-Men: Days of Future Past coming in at #1 on the brain scans, while Mr. Peabody and Sherman came in dead last. The researchers added that neural similarity ratings accurately predicted the box office performance of both of these movies, and that this technology is at least 20% more accurate at predicting box office success than "less scientific" survey options.
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