McCann Melbourne has created The Miff Emotional Simulator for the Melbourne International Film Festival, which allows you to physically experience the emotions of a film before you see it.
The custom-built movie chair was created by McCann and Airbag for the Melbourne International Film Festival, which kicks off tomorrow (30 July). Participants will have 12 electrodes placed on the major muscles of their face, allowing a simulation of happiness, sadness, disgust, fear, anger and surprise. They can then choose while film from this year's festival they'd like to experience: concentrating a two hour film into a minute-long experience.
A camera mounted on the chair films each session creating one off clips that can be shared thorugh social media during the Festival.
The emotional journey for each film has been determined through the MIFF Emotion Tracker, which saw the emotions of people as they watched selected MIFF films while wearing a pulse-rate monitoring Fit-Bit.
MIFF artistic director Michelle Carey said: “The MIFF is always looking to push boundaries, and to move our city forward. Because as we all know, movies have the power to move us in ways we never thought possible. And the MIFF Emotion Simulator is an exciting exploration of every human’s emotions. Because no matter what language we speak, we all feel the same things.”
McCann Melbourne ECD Pat Baron said: “Great film should be felt, not just seen. With the MIFF Emotion Simulator we are allowing people to preview the way a movie will make them feel, rather than simply condensing the plot into two minutes of trailer.”
