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123. Walt Hickey Wants to Track Your Eyeballs

People I (Mostly) Admire

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The Influence of Super Bowl Commercials on Eye Movements

Super Bowl commercials were studied using eye tracking goggles, and the research revealed that commercials effectively directing people's eye movements were more highly rated and enjoyed. The study showed that directing eyeballs is the director's job to ensure a common movie-going experience, and close-up shots easily guide the viewers' gaze, while wider dynamic shots require artistry to control the audience's attention.

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