Neuroscientific research shows that with sme movies the neocortex, the part of our brain that's responsible for perception and cognition lights up differently for different directors, content and style. Dependent on this the tested people show either very similar brain activity or different activity.

Future Vision by Erwin Van Lun on this article

The nice thing is that insights like this lead to the creation of better content, but above all in the long term it’ll give us personalised content that continues to captivate us. Personalised to our brain activity. And that doesn’t even have to be measured from your brean, your facial expression might say enough. To turn down the volume. To shorten fragments. Or to ask activities. Making content will remain an art, but in time will go a lot further than movies and even games of today.

• in Dutch