Lunchtime Talks are a series of informal presentations at Watershed's Pervasive Media Studio. They normally take place at 13:00 on a Friday, are free and are open to everybody who is interested in what they do. Come along, bring a sandwich, and get to know more about the Studio community, current and up-coming projects, or residents' work.

What is attention to media, and how it can be measured with reference to theory and experiments?

Studies of film and media experience have been carried out by psychologists and neuroscientists within the laboratory setting over recent years, creating the new disciplines of neurocinematics, and psychocinematics. However, the potential lack of invariance between laboratory and real-world has been a cause for concern. In 2009 a landmark study comparing immersion while watching Avatar using a paper and pencil method was pioneered between University of Bristol and Watershed.

Through recent advances in pervasive technologies, mobile devices and mobile sensors, conducting experiments outside the laboratory is becoming easier. It is now possible to conduct experiments on attention within the cinema, within the home or indeed anywhere. In this week's talk Dr Stephen Hinde will discuss how attention, immersion and engagement can be studied within the cinema, using mobile technologies.

The Pervasive Media Studio is located within the Watershed building. Let us know if you'd like a tour and we'll be happy to show you around. Send an email to studio@watershed.co.uk

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