The Coca-Cola Company wanted to launch a new flavour-mixing machine in the Wanda chain of cinemas across China.

According to researchers at Loyola University, flavours can have a profound affect on people’s emotions. Because people watch movies to get an emotional high, we came up with an idea to use innovative technology to get moviegoers ready for their movie.

Mix flavours to enhance your brain’s emotions during your movie.

We set up special viewing chairs with custom-made neural-sensor VR headsets to analyze people’s reactions to scenes from the movie they’re about to see. Based on their alpha, beta, delta, gamma and theta waves, we determined their emotional response, and suggested matching flavour combinations to enhance those feelings. They then got an e-coupon which they could use at adjacent concession stands.

Over 90% of people who tried the experience bought their specially mixed drink, and shared their results on social media.