從大腦認知觀點探討鏡頭變化對電影票房之影響

Abstract

經濟發展歷史從農業時代、工業革命到服務導向，下一波經濟會是甚麼樣的時代? 從美國好來塢電影風靡全球、英國作家筆下的哈利波特為J.K.羅琳帶來巨大的財富，而隨著網際網路與智慧科技的普及，暗示著即將到來的高附加價值的創意經濟時代。我國政府也隨著這一波世界經濟趨勢，選定文化創意產業為六大新興產業之一。文化創意產業包含數位內容、電影、創意生活等，共同核心為說故事的力量，本研究選取電影，探討其成功賣座要素。

過去對於賣座電影成功原因的研究多數為預告片、廣告宣傳、口碑行銷、演員等，本論文採取一個全新的觀點，從神經心理學的角度觀看賣座電影的成功要素，利用資訊軟體Matlab衡量電影畫面的鏡頭持續時間、鏡頭明亮度與配樂音調的變化，探討其對觀眾注意力與意識轉換型態等大腦認知活動的關聯。本論文之研究發現，電影畫面從開拍後30分鐘，鏡頭的變化速度與明亮度變化不宜太大，否則難以進入敘事裡；然而配樂音調則發現相反的結果。

In history, human have gone through agricultural economics, industrial revolution and service economics, what is the next economics era? Hollywood movies sell worldwide, the series of Harry Potter bring J.K. Rolin tremendous fortune and as Internet and smart technologies popularize, all of which indicate the creative economics is coming. Our government also has followed this trend, selecting Cultural Creative Industry as an emerging industry. Cultural Creative Industry includes digital content, films and creative lives; their common core is the story-telling strength. This research is focused on the film industry, exploring the successful factors in American films.

In previous research of films, they mainly investigate the influence of trailers, advertising and famous actors. This research adopts an innovative point, which is a neuropsychological way to see how famous movies control our mind? We use software tool Matlab to measure films’ shot length, luminance and tonality changing to explore the relationship between these variables and cognitive brain activities including attention and altered states of consciousness. We find as movies continue for 30 minutes from beginning, it’s better that the variance of shot duration and luminance is smaller. However, tonality changing is on the opposite.