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.
The biometric sensors measured levels of neurological excitement, comfort and satisfaction while watching the film, finding that those in a theater demonstrated higher levels of excitement, comfort and satisfaction compared to those watching at home.
