PostMediaNews quotes David Wertherimer in Story on High Cost Movie Testing

David Wertheimer, executive director of The Entertainment Technology Center at the University of Southern California, observes that “no computer will ever be da Vinci.” But he does foresee a niche for neurocinematics going forward.

“Advances in brain-scanning have proven successful in helping individuals express what’s ‘on their mind,’ which often can’t be expressed in words,” says Wertheimer. “Like any tool, if it will help people make a better product that audiences enjoy more and it’s cost-effective, people will use it.”
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