From Wired:
Here’s a typical “date night” with me and Hollywood: I don’t know what I want to see. Neither does Hollywood. But it bangs on my eyeballs and eardrums like Stanley Kowalski anyway. Sometimes I come away from the multiplex reasonably satisfied; other times I’m bummed beyond measure. It’s like some endless, brutal visit to the optometrist: This explosion or that explosion? This superintelligent shark or that zombie anaconda? It’s all so clumsy, so imprecise. Which is why I’m thrilled to learn that Hollywood has found a way to improve its hit rate. Not with better filmmaking — God forbid, we don’t want artistry gumming up our popcorn flicks — but with science. Get ready for the optimized moviegoing experience, where every instant is calculated to tickle your neural G-spot…