▁ 2 4 0 ▁days ▁with ▁average ▁of ▁ 3 0 ▁hours ▁per ▁week ▁during ▁that ▁year . ▁ ▁See ▁also ▁ ▁Pent hal az ▁ ▁References <0x0A> </s> ▁Ne uro cin ema ▁or ▁ne uro cin emat ics ▁is ▁how ▁watching ▁mov ies , ▁or ▁particular ▁scenes ▁from ▁mov ies ▁affect ▁our ▁bra ins , ▁and ▁the ▁response ▁the ▁human ▁brain ▁gives ▁to ▁any ▁given ▁movie ▁or ▁scene . ▁The ▁term ▁ne uro cin ema ▁comes ▁from ▁ne uro log ists ▁who ▁are ▁studying ▁which ▁pieces ▁of ▁a ▁film ▁can ▁have ▁the ▁most ▁control ▁over ▁a ▁vie wer ' s ▁brain . ▁These ▁studies ▁are ▁conducted ▁with ▁view ers ▁who ▁are ▁screen ed ▁mov ies ▁while ▁being ▁monitor ed ▁in ▁f M RI ▁machines ▁that ▁map ▁the ▁brain ' s ▁activity . ▁Studies ▁have ▁shown ▁that ▁certain ▁scenes ▁in ▁certain ▁films ▁stim ulate ▁different ▁part ▁of ▁the ▁brain ▁in ▁different ▁ways . ▁G aining ▁this ▁knowledge ▁is ▁not ▁only ▁benef icial ▁on ▁a ▁neu ros cience ▁level , ▁but ▁for ▁film m akers ▁as ▁well . ▁ ▁History ▁Although ▁these ▁studies ▁began ▁in ▁the ▁ 2 0 0 0 s , ▁this ▁idea ▁has ▁been ▁around ▁since ▁the ▁early ▁years ▁of ▁film . ▁This ▁is ▁demonstrated ▁with ▁Serge i ▁Eisen stein ' s ▁experiments ▁with ▁mont age ▁theory ▁and ▁Lev ▁K ules hov ' s ▁famous ▁“ K ules hov ▁Effect ”. ▁These ▁Russian ▁film m akers ▁studied ▁American ▁film m akers ▁such ▁as ▁D . W . ▁Griff ith ▁and ▁discovered