Your brain actually likes 3D movies more than 2D ones, even if you hate them
March 29th 2011 05:07
You might hate 3D, but your brain might actually like it. According to a new marketing study, viewers are more likely to pay attention during a 3D Blu-ray movie than while watching that same movie in 2D on BR and DVD.
Strapped with EEG (sensor that reads brain activity) and EDA (sensor that tracks stress levels) sensors, a few lucky guinea pigs over at Pocket-lint were invited over to neuromarketing company, Mindlab's testing facilities to learn more about brain activity in relation to 3D movies and the results are interesting, to say the least.
Subjected to nine movies spread across multiple genres and film styles, presented on different various formats including 2D DVD and Blu-ray and 3D DVD and Blu-ray, the folks from Pocket-lint ended up being "more attentive and engaged while watching 3D" and exhibited eight percent more "emotional response" when viewing 3D Blu-rays versus regular DVD. Mindlab claims people "are 12% more attentive during a 3D Blu-ray than regular 2D Blu-ray" and "29% more at attentive during a 3D Blu-ray versus a 2D DVD."
Increased eye and head movement were also noticed in Mindlab's tests — proof that "3D is a fully immersive format, increasing engagement in viewers." The evidence isn't substantial by any means, but it does make some sense if you've ever watched a 3D movie before.
As a person who hates 3D, but still continues to evaluate the medium by watching 3D movies in theaters, at a friend's 3D theater rig or toying around with new glasses-free 3D handhelds and smartphones, I can say this, your brain works harder because it wants to see that 3D effect. Your brain is searching for that "wow" moment when something onscreen really "jumps" out at you. The same can't be said for 2D content, where you kind of sit back and enjoy. On top of that, 3D equipment that require 3D glasses make it impossible to look anywhere but where the 3D experience is coming from, so naturally, your eyes wouldn't wander off anyway.
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