▁the ▁view ers ’ ▁watch ▁these ▁films ▁they ▁are ▁being ▁monitor ed ▁in ▁f M RI ▁machines ▁that ▁map ▁the ▁bra ins ▁activity . ▁When ▁the ▁studies ▁are ▁conducted ▁the ▁participants ▁are ▁told ▁they ▁can ▁look ▁where ▁ever ▁they ▁please , ▁which ▁is ▁referred ▁to ▁as ▁“ free - view ing ”, ▁and ▁they ▁were ▁told ▁they ▁could ▁stop ▁the ▁study ▁at ▁any ▁point . ▁All ▁the ▁participants ▁in ▁the ▁study ▁had ▁similar ▁eye ▁movement ▁and ▁stim ulation ▁in ▁areas ▁of ▁the ▁brain ▁when ▁shown ▁certain ▁mov ies , ▁scenes ▁or ▁cli ps ▁of ▁video ▁regardless ▁of ▁the ▁“ free - view ing ” ▁method ▁that ▁was ▁in ▁place . ▁This ▁was ▁documented ▁by ▁a ▁new ▁method ▁of ▁“ Inter - Subject ▁Cor relation ” ▁in ▁which ▁they ▁mapped ▁the ▁brain ▁activity ▁of ▁the ▁participants ▁and ▁aligned ▁them ▁over ▁the ▁same ▁tim eline . ▁ ▁Current ▁Application ▁Peter ▁K atz , ▁working ▁with ▁Mind Sign ▁Ne ur om ark eting ▁is ▁another ▁group ▁involved ▁in ▁the ▁ne uro log ical ▁studies ▁of ▁film . ▁He ▁and ▁his ▁team ▁are ▁bringing ▁this ▁“ current ▁market ▁research ” ▁by ▁foc using ▁on ▁specific ▁genre ' s ▁to ▁gain ▁an ▁understanding ▁of ▁how ▁direct ors ▁could ▁affect ▁an ▁audience ' s ▁sub cons cious ▁mind . ▁For ▁example , ▁in ▁the ▁horror ▁genre , ▁M RI ▁used ▁to ▁view ▁activity ▁in ▁the ▁am yg d ala ▁to ▁look ▁for ▁fear , ▁anger , ▁ra ge ▁and ▁fight ▁or ▁flight ▁type ▁emot ions . ▁By ▁using ▁information