Brain monitoring experiment proves with science that movies are better in the cinema

The cinema is officially the best possible place to watch a movie – according to science.

A new experiment carried out by ODEON to mark the reopening of England's cinemas rigged movie fans up with neurotechnology headsets to monitor bio-signals in the brain of participants.

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Those who took part were shown an action-packed clip from 2017 blockbuster Fast & Furious 8, first while sat on a sofa in front of a TV and then watched the same sequence in a cinema.

Yahoo Entertainment UK was among those invited to take part in the trial, which proved that the excitement levels of cinema viewers rose more than a quarter when watching a movie on the big screen.

The research also revealed that viewers smile twice as much when watching a film in a multiplex and pleasure levels increased by a fifth when compared to readings taken in a neutral state, without any movie playing.

Professor Brendan Walker, lead scientist on the experiment, said: “The results of our experiment clearly show the average person will experience a far deeper emotional response when watching a film in the cinema, compared to watching at home.

"Results show the immersive, no distractions environment of the cinema is the perfect place to enjoy your favourite films."

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Alongside the experiment, ODEON also carried out research on 2,000 UK adults to ask about their viewing habits.

Almost three quarters of those surveyed (74%) admitted that they struggle to remember key details about a film, including the plot and names of the characters, when they watch at home.

Unsurprisingly, mobile phones were listed as the biggest distraction for home viewers, with 52% of us confessing to "dual screening" while watching a film on the sofa.

Other top distractions included pausing so people can use the toilet, the doorbell ringing and people in the room having a conversation.

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Four in 10 people even said they were so distracted that they had to Google the ending of a movie after it finished in order to make sense of it.

And it's not just about the distractions, with 83% of those surveyed saying that a trip to the cinema is better because of the whole experience, including popcorn and other snacks.

Multiplexes in England were given permission to open from 17 May as part of the government's coronavirus roadmap, with movies like Peter Rabbit 2 and Cruella already attracting audiences.

The former has already earned £7.5m after two weekends in release, with James Corden's take on the Beatrix Potter character still delighting cinemagoers.

It was horror movie The Conjuring: The Devil Made Me Do It that topped last weekend's box office, securing a debut haul of £2.7m.

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Chris Bates, commercial director at ODEON UK & Ireland, said: “There’s seeing films and there’s experiencing films, and the results of this experiment clearly prove that if you want to really experience a film there is no substitute for watching it on the big screen at the cinema."

The next major cinema release will be horror sequel A Quiet Place Part II, followed by actioner Nobody and musical In the Heights.

Watch: Cinema chains pleased by success of Peter Rabbit 2 as doors open