Researchers from the University of Bristol and the University of Bath have captured physical and emotional response data in a unique research cinema. The experiment took place in a Smart Cinema at the MyWorld facility in The Sheds, part of the University of Bristol’s Temple Quarter Enterprise Campus.
A short sci-fi drama, RENO, directed by Rob Hifle and produced by Lux Aeterna was shown to 200 invited participants, with biometric data captured to measure their responses to what they were watching. By recording audience heart rate, physical movements and brain activity in a controlled environment, researchers hope to gain insights that will inform commissioning decisions, directorial choices and production strategies, with particular regard to the use of emerging creative technologies.
Commenting, Iain Gilchrist, Professor of neuropsychology at the University of Bristol, said, “The Smart Cinema gives us an extraordinary opportunity to understand how people truly experience film. By capturing real-time physiological and emotional responses moment-by-moment, we can explore the science behind immersion and engagement in new and exciting ways. The data we are collecting here will allow us to understand how the audience’s understanding of the story is shaped by particular scenes and inform decisions about the most impactful edit.”
Exploring themes of trust and manipulation, RENO examines the relationship between humans and technology. The film is in submission to a range of film festivals. Commenting on the test, Hifle said, “As a director, having the opportunity to audience test RENO in the Smart Cinema is truly invaluable. It’s not just about refining the film; it’s also about connecting with viewers, understanding their reactions, and ensuring that our story resonates deeply. This experience will undoubtedly shape the final cut in ways I can’t yet imagine.”
The test results will build on previous audience reaction research. Previous tests at St George’s Bristol showed that people watching live reported being more immersed than those who watched via live stream.
Oscar De Mello, head of business and operations, The Sheds, said, “The use of The Sheds’ Smart Cinema for this cutting-edge audience understanding work with RENO is what MyWorld is all about: Leveraging world-leading research into a practical application with an innovative industry partner in Lux Aeterna.”
The research took place as part of a controlled study with invited participants and was not open to the public.
