What is the most powerful reason why we refuse to watch a movie? The answer is not the genre, the plot, the effects, nor whether it features Tom Cruise. The overwhelming reason why we refuse to watch a movie is that we’ve seen it already. A study of 21,000 viewings of 150 movies among 500 Penn State students revealed that 65% of movies first seen in a theater, and 87% of movies first seen as a rental, are never seen again (Rob & Waldfogel, 2006). i
Do a little thought-experiment and imagine how changing just one thing about our neurological anatomy would impact an industry: imagine we completely forgot a ...
