A feel-good film
Sharing a movie, hearing the sound of laughter or sobs in a theater as well as seeing and sensing the reactions of others enhance the enjoyment of the movie for everyone, researchers have found.
In two studies reported in the December issue of the Journal of Consumer Research, 57 volunteers in one, 40 in the other, watched a video clip. Separated into groups, some watched alone; some watched with others but were separated by partitions and could hear, but not see, others’ reactions; and some watched in groups and could hear reactions and see expressions on others’ faces. When people were aware of others’ reactions through sounds or looks, they gradually synchronized their emotions. Laughter begat more laughter, tears more tears, smiles more smiles, as people took emotional cues from each other. Those who shared the emotional experience reported enjoying the movie more.
“Someone else’s enjoyment increases your enjoyment,” says Suresh Ramanathan, professor of marketing at the University of Chicago and lead author of the studies.
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