Academic Paper on the Immersion Capability of ScreenX

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A KAIST Professor to Bridge ScreenX and Neuro Marketing

PARK Byung-ho’s paper on the immersion capability of ScreenX, CJ CGV’s multi-projection system, was warmly received by AAA (American Academy of Advertising). At the conference of AAA held in Seattle on March 20th, PARK, a business management professor at KAIST (Korea Advanced Institute of Science and Technology), suggested a neuro marketing method on how to analyze consumer’s psychology through brain science, after re-introducing his paper on ScreenX.

ScreenX is a multi-projection system co-developed by KAIST and CGV. PARK’s research reports on the physiological difference between ScreenX viewers and 2D viewers, watching film trailers of various genres and commercial films.

PARK argued that ScreenX maximizes the physiological reaction of the viewers watching film trailers, and generates more favorable response for the products in the commercial films. In addition, in terms of viewers’ tiredness, both screen systems are reported to be similar.

This paper was first introduced at the conference of SPR (Society for Psychophysiological Research) held in Seattle last October. It has now been re-introduced at AAA and is to be introduced again and be evaluated in other major international conferences including International Communication Association.

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