Insights
What the data reveals.
Research findings and case studies from Audience Evidence™ what we learn when we measure how audiences actually experience film.
The science
What Audience Evidence™ reveals.
Traditional feedback measures memory. Audience Evidence measures experience. The difference is significant and it changes how creators make decisions.
The Peak-End Rule
People don't remember experiences as an average. They disproportionately remember peak moments the most emotionally significant and end moments. A film that peaks early but ends weakly will be remembered as weaker than it was.
The Memory Gap
Post-screening surveys consistently overestimate positive sentiment compared to in-session measurement. Audiences reconstruct their experience through the lens of how it ended, not how it actually unfolded.
Engagement Patterns
Audience engagement is not linear. Most films have distinct engagement peaks and troughs. Understanding where audiences disengage and why is the most actionable intelligence a creator can have.
Case study
The Naked Gun (2025) — Teaser Trailer
Audience Evidence™ was applied to the official teaser trailer for The Naked Gun (2025), starring Liam Neeson and Pamela Anderson. Using biometric wearables across three participants, we measured real-time emotional engagement and psychological safety moment-by-moment throughout the trailer capturing what audiences actually felt, not what they recalled afterwards. Note: data not statistically significant — illustration only.
Scores measured
Value Score of 50 sits 19% above the industry benchmark of 42.
Study details
- Audience: Male, Female; ages 26–35 and 36–45
- Technology: Recorded via Immersion SIX app — second-by-second brain-based emotional resonance
- Content: The Naked Gun | Official Teaser Trailer (2025)
- Engagement pattern: Flat — peaks were inconsistent across the runtime
Finding
Emotional engagement was mixed. The trailer achieved a Value Score of 50/100, 19% above the industry benchmark of 42, indicating moderate emotional engagement. Viewers connected with certain moments, but overall impact was inconsistent. The Psychological Safety Score of 63/100 shows most viewers felt comfortable and open to the experience, though some signs of uncertainty or disengagement were present.
Opportunity
Refining pacing and emotional cues could elevate resonance across the board. Optimising for clarity and confidence in tone could further boost emotional impact and memorability improvements that traditional post-screening surveys would never surface.
Case study
Thunderbolts (2025) — Community Cinema Screening
Audience Evidence™ was applied to a live Community Cinema screening of Thunderbolts on May 15. Using the Immersion SIX app, we recorded second-by-second brain-based emotional resonance data from 16 participants during the screening. Individual data is anonymous. Note: data not statistically significant — illustration only.
Scores measured
Attendance: 23 people. 16 accepted SIX invite.
Study details
- Audience: 23 attendees — 16 participants; Female 26–35, Female 36–45, Male 0–15, Male 36–45
- Technology: Recorded via Immersion SIX app — second-by-second brain-based emotional resonance
- Screening: Thunderbolts | May 15, 6:45pm – 8:50pm
- Engagement pattern: Flat — strong open, mid-film dip, recovery toward the end
Finding
Thunderbolts had memorable and meaningful moments for many but also room to deepen engagement. People connected, but not yet strongly enough to drive widespread buzz or loyalty. The Psychological Safety Score of 42/100 indicates participants may have felt a bit uncertain or reserved during the experience, we will be working harder to create an environment where everyone feels confident to fully lean in.
Opportunity
Engagement started strong likely the pre-movie talk and opening scene dipped during the middle of the film, and rose again toward the end. This classic emotional arc tells us exactly which parts resonated most and where the experience could be strengthened for future screenings.
Want to measure your audience?
Apply Audience Evidence™ to your next film, event or experience.