The Topanga Film Festival in Southern California (July 28-31) will include a number of neuromarketing features. Seven neuroscientists will discuss film imagery and its effect on conscious and subconscious processes in the viewer’s brain.

Nobody at film festivals really talks about scientific discoveries that explore the value of creativity or deals with questions about the process of imagination,” Taylor says. “Where does empathy come from as you follow a story and get caught up with the characters? How do color tones in a film trigger an emotional response?” [From San Francisco Chronicle.]

According to the festival website, some of the issues to be explored include:

  • How does the brain spatially perceive 3D films? Does it change our perception of reality?
  • Can a director really control an audience’s response to their film?
  • Where does laughter come from?
  • Neuromarketing – Invasive? Scientifically proven? Why are Hollywood Studios using this type of focus group technique? Will it change the way we tell stories?
  • What happens in our brain when we become emotionally involved in a film?

In addition to the bevy of neuroscientists, the festival organizers plan to have a brain scanning booth staffed by neuromarketing technicians. Attendees will have their brain activity monitored while viewing film clips.