Equipped with advanced technology, the state-of-the-art Smart Cinema facility offers an unprecedented window into how viewers respond to what they’re shown.
The controlled environment records audiences' biometric responses to what they're watching and hearing, including their heart rate, physical movements and brain activity.
Researchers from the University of Bristol and the University of Bath will be able to capture and analyse a unique range of the physiological and emotional responses of 200 participants to stimuli, delivering invaluable insights.
These findings will help inform future commissioning decisions, directorial choices, and production strategies, particularly in the use of emerging creative technologies.
RENO, a short film produced by Lux Aeterna, has now become the first work to be audience‑tested within the Smart Cinema.
Directed by Rob Hifle, the short sci-fi drama explores themes of trust and manipulation in the age of advanced technology, examining the complex relationship between humans and advanced technology.
Rob 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 film is currently in submission to a range of film festivals.
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.”
The research using the short film will build on previous research looking into audience reactions. Tests conducted at St George’s Bristol showed that, in comparison to those who watched a performance on a live-stream, people watching the performances live reported being more immersed, and led to synchrony amongst the physiology of audience members.
The Smart Cinema is based at the MyWorld facility at The Sheds, part of the University of Bristol's new Temple Quarter Enterprise Campus.
RENO was also filmed at the MyWorld experimental studio on its virtual production stage, powered by Unreal Engine and cinema cameras tracked by motion-capture systems.
A globally unique facility, The Sheds enable research and development into content production, distribution, and experience, with a particular focus on live immersive experiences for multi-location audiences.
Oscar De Mello, Head of Business and Operations at 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."