“The chemical signature of ‘The Hunger Games’ was very clear; even when we repeated the measurements with different audiences,” - Jonathan Williams, group leader at the Max Planck Institute for Chemistry
Funny sequences consistently resulted in different molecular traces in the air than moments of excitement or suspense. “We can clearly differentiate the mass spectra,” says Williams who used an IONICON PTR-TOFMS for the measurements. They inserted the PTR-MS inlet line into the ventilation system of the cinema to monitor more than a hundred other chemical components exhaled by the audience in the movie theater’s exhaust air.
Measuring the exhaled air of large groups of humans or “crowd breath” provides an alternative to studies of individuals, which are laborious and increasingly subject to ethical hurdles.
There could also be practical applications for studies of air exhaled by large groups of people. The advertising industry could, for example, quickly and objectively measure how large groups of people react to emotional stimuli without having to conduct lengthy surveys.
Read the full story at MPI.