"Soon they’ll do test screenings with people in MRIs.” They already do that with trailers. They talked about it in The Greatest Movie Ever Sold: http://www.bli

"Soon they’ll do test screenings with people in MRIs.” They already do that with trailers. They talked about it in The Greatest Movie Ever Sold: http://www.blisstree.com/2011/04/26/mental-health-well-being/pom-the-greatest-movie-ever-sold-this-is-your-brain-on-ads/ http://www.blisstree.com/2011/04/26/mental-health-well-being...