A new extent in cinema: Neurocinema and analysis of the movie "Molly's Game"

Neurocinema is a new concept in the field of cinema and it is thought that it will gradually gain importance in the age we are in. In this study, the effect of two sequences of a movie on the audience is discussed within the scope of neurocinema. The movie named "Molly's Game" generally consists of similar scenes. The bar sequence named Cobra which takes place in the time interval 0:12: 40,10 – 0:15:53,13 and the sequences named Lawyer Interview in the time interval 0:15: 53,15 - 0: 23: 02,54 of the movie named "Molly's Game" selected to be examined. Because of colors and figures were used that could change the mood of the subjects, these scenes were deemed suitable for examination and were shown to 10 people from the target audience of the movie. For this, purposive sampling method was preferred while determining the sample size. Both EEG and eye tracking technologies were used simultaneously. Semi-structured face-to-face interview method was also used to understand the audience's thought about the movie in detail. Chosen audiences were taken one by one to the study room. As a result of the analysis of EEG data, an increase in the value of Engagement, Exciting was observed among the audience in the bar sequence named Cobra and the sequences named Lawyer Interview of the movie named "Molly's Game". Analysis of Eye Tracking Data, eye movements that occur in the sequences named Cobra and Lawyer Interview were analyzed with the help of heat map. The subjects focused on the highly awareness yellow and red brand logo placed in this scene, the character on the stage, and the book the character showed. Five themes (tension, focus, colors, be engrossing and association) emerged by analyzing the data collected after the interview with qualitative data analysis method. The similarities and differences determined between the results obtained from the study conducted with the neurocinema method. It has been concluded that neurocinema can be an effective technique, in the field of cinema, which can be appealed in filmmaking for the target audience.