When it comes to watching a movie, viewers are more likely to have a better experience in a movie theater than in a home setting, according to a new study from Showcase Cinemas.
The study examined 40 people who were equipped with biometric sensors inside a movie theater, and 40 different people who were equipped with biometric sensors during a home movie viewing simulation.
Those in the study were equipped with neuro-physiological sensors on their hands, wrists and collarbones. The biometric sensors were used to measure attention via heart rate and excitement via skin conductance.
Both groups viewed the movie “Jumanji: Welcome to the Jungle” and following the movie they completed an online survey regarding movie-viewing experience, viewing preferences, movie evaluation and movie talk-ability.
Based on the biometric readings, viewers in the theater experienced better picture clarity, sound quality, screen size, seating comfort and atmosphere compared to those viewing the movie at home.
Source: First biometric study on consumer viewing | Electronics360