Lights! Camera! Emotion! Examining films impact on...

Cinema News, Sharjah Press Club's pioneering initiative, records people's reaction to news bulletins and films of different genres to study long-lasting impact on human emotion

Cinema is not just entertainment. Similarly, a TV news presenter does not only share news of the hour with the viewers. Some of them may bring smile to your faces, others may be emotionally disturbing, or some might simply leave you speechless. They cast long-lasting impact on you, something that lingers on in your memory.

It can be experienced within five-six minutes at the Cinema News, hosted by Sharjah Press Club, an arm of the Sharjah Media Centre, at Expo Centre Sharjah as part of its activities during the UAE Innovation Week 2016.

Huda Salim, Head of Sharjah Press Club, said, Cinema News is a social experiment. We are recording people's reaction to study the power of news as well as impact of words and emotions on the viewers. At the same time, it makes the audience realise the impact of news and its presentation as well as the effect of films on them, which they fail to understand in normal circumstances.

When people go to cinema they go with entertainment in mind, whether they watch horror, comedy or an emotional roller-coaster. What they fail to realise is the long-lasting impact on them. It can be understood better by spending five-six minutes at Cinema News, she added.

For a fruitful study, the team has selected snippets from 13 films of different genres, both in Arabic as well as in English, while some of them have no dialogues. Each one is two minutes long, at most. To record the emotions better, only two seats have been placed in the theatre. The audience can select three films of their choice, which will be played on three screens simultaneously.

It is a roller-coaster ride, that you go through every day while reading a newspaper. We record your emotions to further study the impacts they have on human emotions, she added.

After the end of the UAE Innovation Week 2016, they will collect all recordings and study the impact on people of different age, gender, profession. The study result might be an eye-opener, said Huda.

LINK:	http://www.sharjahmedia.ae/en/media-centre/news/22/11/2016/lights-came...
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