Key Takeaways:

• The performance generated a strong emotional response: Titus Andronicus raised heart rates to a level equivalent to a cardio workout of five minutes.
• Participants experienced a consistent heart rate across test cells, i.e., emotional engagement as measured by heart rate was not significantly different across the three delivery conditions.
• 91% of VR participants felt there were times when they were “actually in the theatre” vs. 64% of those who watched in cinema.

 

Presented by:
Elissa Moses – CEO, Neuro & Behavioral Science Center, Ipsos
Horst Stipp – EVP, Global Business Strategy, ARF (Moderator)

View the video: