Blu-ray 3D delivers an enhanced emotional entertainment experience that engages viewers more than standard Blu-ray Disc or DVD, according to neurological research released today (March 29).
The results arrive on the back of the latest Blu-ray Disc sales figures conducted by Futuresource Consulting, which show that the total European market for Blu-ray Disc sales in 2010 was 45 million units, virtually double 2009’s figure. The UK sales account for nearly 30% (13 million sales) of the European total.
The research about emotional engagement was carried out by the Mindlab International team at the Sussex Innovation Centre, Brighton, on behalf of the Blu-ray Disc Association (BDA). Testing the attention, emotion and engagement levels of different home entertainment disc formats on a group of a couple dozen subjects, the study found the Blu-ray 3D format to be the most effective, followed by Blu-ray Disc and then DVD.
There were 24 participants in the test (12 male and 12 female), all aged between 18 and 54 (average 34). Test participants watched three clips, in all three formats, from 90 to 180 seconds in length. The clips were all from major Hollywood studio produced films from the last 12 months (one action adventure, one family animation and one musical drama).
The neurological study, which was conducted in late 2010, connected participants to monitoring equipment to record their heart rate, skin conductance (EDA) and brain activity (EEG) whilst watching film clips and trailers in Blu-ray 3D, Blu-ray and DVD formats. Subjects’ baseline readings were recorded before they were shown clips from three films in a random order to ensure that the results were as accurate as possible.
Results showed that on average, subjects were 12% more attentive when watching Blu-ray 3D compared to a Blu-ray Disc, and 17% more attentive when watching a Blu-ray Disc over a standard DVD. When comparing attention levels between Blu-ray 3D and a DVD, attention levels jumped by an incredible 29%.
When recording emotional response, subjects experienced a significant increase when watching Blu-ray over DVD. This peaked with an 8% increase when watching Blu-ray 3D compared to DVD.
When measuring engagement, the results found subjects to be 7% more engaged when watching Blu-ray 3D over a Blu-ray Disc, and 12% more engaged when watching a Blu-ray Disc over a standard DVD. When comparing engagement levels between Blu-ray 3D and a DVD, subjects were found to be 18% more engaged in the Blu-ray 3D clip.
“When you watch a Blu-ray Disc, you feel every moment with more emotion, drama and excitement,” said Graham Heaton, Chairman of the European Blu-ray Disc Association (BDA) Promotions Committe. “This study shows that Blu-ray isn’t just a huge step up technically, it also delivers a better and more engaging viewing experience in the home. When you add 3D to the mix, it only enhances the experience further.”
Duncan Smith, Managing Directorof Mindlab International, offered a scientific perspective: “This study has shown how format change affects the viewer on both a conscious and a non-conscious level. The sharper contrast of the Blu-ray formats allows the brain to process more of what is being seen as less effort is needed to focus on certain objects. 3D is a fully immersive format, increasing engagement in viewers. The fact that subjects were witnessed as having increased eye movement and head movement is testament to this. The 3D technology draws attention to peripheral images on the screen and, coupled with Blu-ray quality definition, it is able to deliver footage that increases engagement and emotional response over all other formats”.
“Psychological research into perception suggests that the brain inherently prefers 3D images and interprets 2D images as 3D where possible,” added Dr. David Lewis-Hodgson, Chairman and Director of Research for Mindlab International.