What Makes a Good Movie Trailer?: Interpretation from Simultaneous EEG and Eyetracker Recording

What makes a good movie trailer? It's a big challenge to answer this question because of the complexity of multimedia in both low level sensory features and high level semantic features. However, human perception and reactivity could be straightforward evidence for evaluation. Modern Electro-encephalography (EEG) technology provides measurement of consequential brain neural activity to external stimuli. Meanwhile, visual perception and attention could be captured and interpreted by Eye Tracking technology. Intuitively, simultaneous EEG and Eye Tracker recording of human audience with multimedia stimuli could bridge the gap between human comprehension and multimedia analysis, and provide a new way for movie trailer evaluation. In this paper, we propose a novel platform to simultaneously record EEG and eye movement for participants with video stimuli by integrating 256-channel EEG, Eye Tracker and video display device as a system. Based on the proposed system a novel experiment has been designed, in which independent and joint features of EEG and Eye tracking data were mined to evaluate the movie trailer. Our analysis has shown interesting features that are corresponding with trailer quality and video shoot changes.