▁that ▁film ▁was ▁a ▁“ m alle able ” ▁art . ▁The ▁K ules hov ▁Effect ▁proved ▁that ▁the ▁ju xt ap osition ▁of ▁a ▁series ▁of ▁images ▁together ▁can ▁create ▁ideas ▁and ▁emot ions ▁in ▁an ▁audience ' s ▁mind . ▁This ▁revolution ized ▁propag anda ▁in ▁the ▁Soviet ▁Union ▁to ▁spread ▁the ▁influence ▁the ▁collect ive ▁strength ▁of ▁a ▁new ▁Marx ist ▁state ▁after ▁the ▁revolution ▁of ▁ 1 9 1 7 . ▁ ▁This ▁idea ▁has ▁grown ▁ever ▁since . ▁Alfred ▁H itch cock ▁referred ▁to ▁this ▁idea ▁of ▁film ▁saying , ▁“ [ Fil m ] ▁creation ▁is ▁based ▁on ▁an ▁exact ▁science ▁of ▁audience ▁re actions ”. ▁He ▁said ▁this ▁long ▁before ▁M RI ▁technology ▁was ▁even ▁f ath om able . ▁In ▁more ▁recent ▁years ▁market ing ▁ag encies ▁have ▁had ▁their ▁foot ▁in ▁the ▁door ▁with ▁these ▁studies ▁in ▁terms ▁of ▁neur om ark eting . ▁They ▁use ▁“ f M RI , ▁E EG , ▁gal van ic ▁skin ▁response , ▁eye - track ing ▁and ▁other ▁bi ometric ▁approaches ” ▁to ▁screen ▁tra ilers ▁to ▁show ▁stud ios ▁and ▁production ▁companies ▁how ▁to ▁best ▁market ▁a ▁film ▁for ▁distribution . ▁ ▁Science ▁These ▁studies ▁are ▁conducted ▁with ▁view ers ’ ▁lay ing ▁on ▁their ▁back s ▁with ▁a ▁mirror ▁above ▁them . ▁Mov ies ▁are ▁project ed ▁onto ▁those ▁mirror s ▁and ▁sound ▁is ▁transm itted ▁by ▁the ▁subjects ▁we aring ▁high - f idel ity ▁M RI ▁compatible ▁head ph ones . ▁As