The third part of The Photoplay deals with issues other than the psychological mechanisms or the psychology of film form namely the awareness offered by the photoplay. It was only natural to Münsterberg as a child of his time to designate the special awareness that film creates as the explanandum in psychological research, the mechanisms of film stimuli impinging on attention, perception and memory being the explanans. His characterisations of this conscious awareness, what it is like to watch theatrical films, or in other words the phenomenology of the film experience remains in my view as yet unparalleled. Apart from the sense of freedom that we have already discussed, they include attentional and affective experiences.

Münsterberg described enjoyment as the immediate effect of theatrical film, explaining it from the exceptional freedom of the imagination: "The massive outer world has lost its weight, it has been freed from space, time, and causality, and it has been clothed in the form of our consciousness. The mind has triumphed over matter and the pictures roll on with the ease of musical tones. It is a superb enjoyment which no other art can furnish us" (Münsterberg, 1916, p. 95). Light has been thrown on the remarkable fluency of the film experience noted by Münsterberg by current research in narrative procedures, and the mechanisms of continuity perception discussed in the previous section. Münsterberg also stressed that the enjoyment of photoplays depends on our experience of the film’s story as an emotionally meaningful world separate from reality: 'The photoplay shows us a significant conflict of human actions … adjusted to the free play of our mental experiences and which reach complete isolation from the practical world …' (p. 82). And finally, he singled out the role of focused attention in enjoyment. 'It is as if that outer world were woven into our mind and we were shaped not through its own laws but by the acts of our attention, …' (Münsterberg, 1916, p. 39).

Twentieth century academic psychology did not develop much of a body of theory and research on human consciousness. Hence it is not surprising that alongside research into perception and comprehension one doesn’t find much work on the conscious experience of film. Measurements of perceptual, attentional, cognitive and affective responses in experimental psychology are extremely limited with regards to the contents of consciousness that they tap. Lab tasks enabling measurement are must be simple, e.g., identification, comparison or categorisation of visual stimuli, rather than free description or recall. Self-reports associated with such tasks must be quantifiable and take the shape of choice responses, simple intensity ratings or readily codifiable reports. Behavioural measures are farther removed from any contents of experience because these need to be inferred. Here, too, simple objective coding is a must. Descriptive and interpretative reports of the qualia and meaning of experiences afforded by film have been largely left to hermeneutic film criticism and phenomenologically oriented film philosophy in the humanities. Scholarship in these fields follows in the footsteps of Münsterberg. The present overview of the psychology of the film cannot go into it further; I refer to Sobchack’s (1992) volume on the phenomenology of the film experience. It opens with the proposition that film directly expresses perceptions, a proposition coming close to the observation in The Photoplay that the contents of the audience’s experience are perceptions, attention, thinking and emotion that are projected before them on the screen.

Absorption in film

Meanwhile, progress can be reported in understanding one aspect of the rich and complex film experience namely its intensity. Münsterberg observed that the film audience’s enjoyment is due to prolonged states of attention strongly focused on a fictional story-world, so strong in fact that the here and now escapes consciousness and it seems instead as if an 'outer world were woven into our mind'. Elsewhere we have proposed to refer to the experience of intense attention as absorption in a story-world (Tan et al., 2017), following Nell's (1988) groundbreaking description of "being lost in a book". Media psychologists specialised in research on media entertainment (Vorderer et al., 2004, Bilandzic & Bussele, 2011) have developed a variety of measures capturing enjoyable absorption-like states afforded by narrative, television drama and video-gaming. We discuss four of these.

a. Narrative engagement (Bussele and Bilandzic, 2008, 2009) is a pleasant state of being engrossed or entranced by the narrative as a whole as it is presented in a book or film, including the activity of reading or viewing it.Footnote 47 (Tele-)Presence (Schubert et al., 2001; Wirth et al., 2007; and others) refers to the embodied awareness of being in a virtual world: being there with your body, in other words absorption in a story-world.Footnote 48 The concept has its origin in research into the experience of virtual realities.Footnote 49 Attempts have been made to ground mechanisms of film-induced emotion on presence that is the audience’s basic and embodied awareness of being in the middle of the story-world as a witness to events befalling characters Anderson (1996); Tan (1994, 1996).

b. Green and Brock’s (2000) definition of transportation is the most frequently used conceptualisation of absorption in media-psychological research. It is considered a major gratification offered to readers of narrative and film viewers alike. It overlaps with presence in that it features a sense of being in the story-world, as well as a realistic and attentive imagery of details. The difference may be that as a metaphor transportation evokes associations with transition to or travel into the film’s story-world.Footnote 50 More than presence, the operationalisations of transportation entail personal relevance and participatory sympathetic feeling, amplifying the emotional quality of the experience.

c. Empathy is the common denominator for concepts referring to absorption in the inner life of fictional characters. Like transportation, it is seen as a major gratification in reading stories and watching drama and movies. Viewer empathy has been defined as perceiving, understanding and emotionally responding to character feeling in the seminal work on the subject by Zillmann (Zillmann, 1991, 1996). Perceived similarity and sympathy for the character (grounded in moral attitudes) have been suggested and tested as determinants of spectator empathy in drama (e.g., Zillmann, 1996; 2000; 2003; 2006).Footnote 51 There is still a need to sort out possible forms of empathy specific to the canonical conditions of the cinema which may be quite different from situations in real life where we observe other persons.Footnote 52 Moreover, empathy with film characters can be less or more cognitively demanding.Footnote 53 Identification (e.g., Cohen, 2001) seems to stand for complete absorption of the viewer’s self by a represented character.Footnote 54 It can be argued that empathy is the rule in film viewing while identification is the exception (e.g., Zillmann, 1995; Tan, 1996, 2013a, b), as most mainstream film narratives are mainly geared towards provoking the former rather than the latter. According to Smith (1995) they use 'alignment' techniques that promote perspective taking and allegiance strategies that foster viewer sympathy for the character while the distinction between self and character is unaffected.

d. Finally, flow (Csikszentmihalyi, 1997) is the odd person out in the series of absorption-like experience concepts reviewed here, because it applies not only to absorption in movies, narratives or games, but to any activities that stand out for a certain intensity and intrinsic reward as well. The rather simple idea supporting the concept is that a pleasurable state is experienced when the challenges inherent in an activity just match the person’s capacities. In the canonical setup of mainstream film (and mainstream audiences) this balance is generally realised due to filmmakers’ skilful presentation of interesting story-events, and the overlap of it with attentional, perceptual and cognitive routines that film viewers have acquired in the real world. Mainstream movie continuity film style facilitates flow a great deal as it tedns to minimize challenges posed by transitions from one view or perspective to another. Smith's (2012) studies were discussed above as relevant to smooth continuity of visual attention, and I would also mention the research on comprehension of events by Schwann (2013; Garsofsky & Schwan, 2009)

Obviously, these and other varieties of absorption are not mutually exclusive. Elsewhere we have presented qualitative empirical support for a dynamic interplay among the varieties of absorption (Bálint and Tan, 2015).Footnote 55

From the overview we may conclude that Münsterberg’s introspective psychology of the film experience is in large part echoed in the empirical observations gathered one century later. Viewers feel absorbed in another, exceptionally vivid reality, 'clothed in the [embodied] forms of our consciousness' (presence and transportation). Empathy is mentioned by Münsterberg as a prominent experience, and his notion of an unhampered stream of the imagination may correspond with the experience of flow. Focused attention is already in The Photoplay a major component of the film experience, that would later be investigated in research on bottom-up vs. top-down attention discussed above. Absorption, empathy and intensely focused attention can easily substantiate the enjoyability of watching films as Münsterberg already would have it. However, compared to Münsterberg’s conceptualisation of the typical film awareness, insights into how acts of imagination on the part of the spectatorcontribute to it have not advanced that much in the psychology of film.Footnote 56

A narrative simulation account of emotion in film viewing

Absorption is an affective state characteristic of the film expeirience. However, a description of the typical experience of narrative films is incomplete if more specific affective states are not considered. Watching movies has been identified with emotions. We go to the cinema to experience mirth, compassion, sadness, bittersweet emotions, thrill, horror, and soon in response to what we see and hear happening to characters and ourselves. Emotions of movie audiences have not received much attention since Münsterberg’s Photoplay. Twenty-first century film psychology has taken up where he left off, and a major step forward has been to regard the narrative structure of films as a fundamental starting point for explaining film viewer emotions. The narrative simulation account is, I think, dominant in today’s psychological approaches to the issue of why the cinema offers the intense and remarkable emotional experience that Münsterberg’s photoplays induced a century ago. Important work on emotion in media users has been done in media psychology, most on empathy with characters, but narrative induced emotion has not received much attention, as can be seen from a complete overview by Konijn (2013). Cognitive scholars in the humanities have highlighted different aspects of film narratives that induce perceptions of fictional events associated with intense emotional experiences (e.g., genre-typical film style: Grodal, 1997, 2009, 2017 ; Visch and Tan, 2009; narrative procedures, e.g., Smith, 1995; Plantinga, 2009; Berliner, 2017). I hope the reader will allow me to use my own work on the subject as an illustration. It is closely related to the cognitive - theoretical analyses just referred to. I have found a cognitive approach to emotion in general psychology fruitful for narrative modelling of emotion in film viewing.Footnote 57 Investigations of film-induced emotion have raisedthe issue of apparent realism: how can a clearly fictional world be taken for real to the effect of intensely moving emoting viewers? Oatley introduced a cognitive theory of narrative fiction as simulation (1999, 2012, 2013) that applies to film as a stimulus for possibly complex emotions. Narrative runs simulations on the embodied mind just as programs run simulations on computers.Footnote 58 I would add that filmviewers take part in a playful simulation in which the film leads them to imagine they are present in a fictional world, where they witness fictional events that film characters are involved in (Tan, 1995, 1996, 2008). Being a witness involves embodied perceptions of what happens in a fictional world, as well as in the imagination constructing and participating in events, without acting on these. In the process, events are taken for real for the sake of playful entertainment. This position is related to Walton’s (1990) well-known account of fiction as make-believe.

Frijda’s cognitive theory of the emotions (Frijda, 1986, 2007) is the starting point for further explanation of emotional experiences in response to film. The theory posits that the emotion system has evolved for adaptive action in the first place. For example, the sight of a monster will spawn a strong urge to flee due to a basic concern for safety being jeopardised. Of course, film audiences do not run out of the auditorium. According to the cognitive theory of emotion, action responses are not fixed responses to emotional stimuli, but the result of appraisals of what they mean for a person’s concerns in light of the situational context. Playful simulation provides the contextual frame for the complex appraisal of apparent realism of film events. The appraisal has three stages: perceptual, imagination based and self-involved.Footnote 59

1. Many popular film stimuli provoke immediate and automated appraisals of concern relevance and ensuing emotional responses, due for instance to their nature of unconditioned stimuli in the real world. A snake popping out from the bush would be an example. Emotional appraisals in the cinema can be and often are empathetic. That is they include perspectives on events taken by film characters. Film technology in mainstream movies is used to emphasise emotional triggers; editing could strengthen the suddenness of the snake’s appearance, and photography could render fear releasers such as the typical movements of the snake more salient.Footnote 60 But popular films also present us with emotional stimuli that are immediately perceived as fake, for example a rubber prop snake. Due to the playful simulation frame further cognitive processing of perceptions takes place. In the first case, film viewers realise that just perceived events are not real but must be held true for the sake of a playful simulation. In the second, they realise that the fake stimulus is only a prompt, and comply with its invitation to hold the stimulus true and allow it to appeal to their concerns, also for the sake of playful simulation.

2. Once imagination takes over from perception, the reality status of stimuli is traded for believability. As part of the imagination fictional events are matched with higher order genre-specific narrative schemas, and then dealt with as possibilities in a particular world. As Frijda (1989) argued when he discussed the apparent reality of fiction: 'Seeing a fake snake approach a real person is not scary. But watching an imaginary snake approach an imaginary Jane is. The first is seen as unreal in a real word, and the second as real in an imaginary world. And this is how we appraise events in fiction. The fun of art is in the play with the duality' (p. 1546). Play with the possibility of events in the imagined world and entertaining as-if emotions can suffice for genuine emotion to arise. As I argued elsewhere (Tan, 1996) the appraisal of the possibility of events in a particular fictional world can and usually does lead to genuine emotion, because humans have been equipped with a capacity to have emotions in response to mental representations of counterfactual and imaginary events. Footnote 61

3. The genuine emotion can—but does not need to—open up considerations of the believability of fictional events in the real world. Moreover, it can lead to imaginations in which the viewer’s self is involved in the events or their ramifications. The appraisal of fictional film events is treated in more detail in Tan and Visch (2018). The search for film style and technology features that are conducive to particular emotional appraisals has only slowly lifted off. Cutting's computational content analyses were already mentioned There are scattered empirical studies e.g. of camera angle and editing pace by Kraft (1987) and Lang et al. 1995, respectively. Film technique manuals and critical anayles provide abundant intuitively convincing examples of how to produce emotionally appealing sequences. It is to be expected that computational film analysis will soon enable large scale studies of the use of style and technology in emoting scenes.

Back to emotion and action. As film viewers perceive film scenes to be projections on screen of a fictional world, they understand they cannot act, and their action tendencies are suppressed.Footnote 62 As importantly, one’s inability to act upon a fictional world is a strong trigger for emotional responses involving the imagination of action. Driven by sympathy, viewers desire that protagonists escape from a horrific situation. In their imagination they anticipate and hope that the protagonist is saved by someone or something and if need be by a fictional miracle.Footnote 63 Thus, they experience or exhibit a virtual form of action readiness (Frijda, 1986).Footnote 64 This readiness for action can be directly observed in film viewers from their "participatory responses" (Bezdek, Foy & Gerrig, 2013) - such as overt expressions of sympathy for a character (see also Tan, 2013b). However, there is one thing that film-viewers as witnesses invariably do when properly emoted: eagerly watch the events on screen.

Following cognitive film theory further, I consider the emotional experience of film as the sum total of experience of the appraisal, internal and external bodily expressions and changes in action readiness integrated in consciousness in accompanying the sensory intake of units of film.

Film, interest and enjoyment

An account of `film - audience emotion is incomplete if it does not go into the question why we actually take the trouble of watching movies. Münsterberg already wondered how mature people can become so emotionally absorbed in fantasy worlds. Narrative films can be argued to address two basic emotional concerns in particular, curiosity and sympathy (Tan, 1996). All sorts of narrative fiction, including film provoke interest by presenting events with uncertain consequences. Thus, they address a basic curiosity, that is a need for novelty, knowing and exploration. Interest is the emotion that responds to appeals involving this concern. Interest in film viewing does have a real action readiness to it referred to above: watch eagerly. Because the response in interest includes spending and focussing attention to specific story-world events, its experience goes hand in hand with absorption. Mainstream film’s narrative is perfectly designed to support a characteristic systematic unfolding of interest as an emotion. Movies continuously present cognitive challenges that viewers know they can meet.Footnote 65 Silvia (2006) has shown in a greater number of studies that this is the condition for optimal interest. I have referred to the core appraisal of narrative interest as promise of rewarding outcomes, in terms either of desirability for a protagonist or mankind in general, or of coherence, completeness or elegance of a narrative’s structure, or both (Tan, 1996). In addition, the prospect of sought emotions, such as excitement, enjoyment and appreciation is as well part of the promise that ongoing film narratives constantly offer.Footnote 66 Interest is closely linked with enjoyment, the primary gratification that movies offer their audience. In the cinema interetst is pleasant because it is fun to entertain anticipations of as yet uncertain story-outcomes. Moreover, every outcome, even if it is unanticipated or unfavorable, is greeted with enjoyment because it answers one's curiosity. (In the case of sad, horrific or otherwise hedonically negative or mixed outcomes, "enjoyment" is not the proper label for the rewarding emotion. We return to the fun of unpleasant emotion in a later section).On a final note, interest in film viewing is a case of narrative interest as a broader category of emotions, but the sensory qualities of the medium are relevant for how interest feels. Curiosity to know is in part a desire for the closure of a propositional narrative structure, but in the cinema we do not only want to know but also to see and hear. The enjoyment of seeing a couple kiss or a heroine return after an odyssee of some sort is in the cinema incomplete when it is not shown. In the cinematic appraisal of interest, an anticipation of embodied completion of our narrative-led imagination is a major ingredient of the promise of reward.

Emotional responses to fiction film worlds

The second concern that movies touch upon is sympathy. That this concern is active throughout the reception of all traditional movies answers the question why film viewers care about damsels, hobbits or gorilla’s in distress. There is a fundamental human need for bonding with others and recognising whatever fictional character as someone 'like us' supposedly suffices for sympathy to arise.Footnote 67 Mainstream films activate the concern to the full as their sympathetic protagonists meet with ups and downs in on the way to their goals. Sympathy-based emotions like disappointment, regret, awe, mirth, suspense, hopes and fears, compassion and sadness occur in response to obstacles or their removal on the way to protagonists realising their projects.Footnote 68 Because these emotions arise in response to events (appraised as desirable or undesirable) in a fictional world, we refer to these emotions as responding emotions.Footnote 69 Some frequently experienced sympathetic responding emotions such as fear, sadness, compassion and being moved, can be empathetic, that is require mentalising a character’s inner life. Said more precisely, empathetic emotion requires that the viewer’s appraisal of any fictional events reflects the perspective of a character; the event is understood from a character’s imagined point of view and with her concerns, and feelings. In its most intense forms, sympathy can look and feel like self-indulgent sentiment. However, there is no point in condemning tears of sadness or joy as silly. The term sentiment is not necessarily pejorative. The appraisal of a character’s suffering or good doing can involve an acknowledgment of its superior measure, notably in relation to the self’s suffering or good doing. In my compassion with or admiration for a beloved character I can feel that her fate is really woeful compared to mine, or that her altruistic achievements make mine totally insignificant. Being moved, awe and having goose bumps are emotional responses accompanying such appraisals (Tan and Frijda, 1997; Tan, 2009; Wassiliwizky et al., 2017; Schubert et al., 2018) Footnote 70

However, not every responding emotion requires empathy or sympathy.Footnote 71 The sympathy concern does not only drive our siding with characters and responding emotionally to the ups and downs in their projects. As I proposed (Tan, 1996) it can make us invest affectively 'film-long' in characters, on top of going along in their hopes and fears, successes and failures. We are also witnesses of characters’ slower and more profound development into personae we would want them to be. The share of action or plot development relative to that of character differs from one genre to another.Footnote 72 Generally, action movies and especially comedies tend to allow for only minimal character development, whereas the drama genres may indulge into it. In these genres, viewer interest may depend in larger part on characterisation and character development.

Another class of emotions responding to the fictional world are 'spectacular' that is spectacle based. The spectacle of landscapes, buildings, natural objects and artifices, human or animal figures in motion, can surprise us and touch on a sense of beauty and invoke appraisals of harmony, elegance, or serenity. In some genres the spectacle of explosions, injury, cruelty disfiguration, etc. may incite disgust, fear raise emotions. Spectacle-based emotions do not rely on empathy of any depth, their stimulus being the mere view or sound of a fictional scene; they are neither dependent on sympathy. In more traditional terms, image and sound combinations of objects, events, and figures in the fictional world can be emotionally appraised as spectacular, beautiful, sublime, horrific, bizarre, absurd and so on. Amazement, enjoyment, awe (the wow-feeling), entrainment, being moved and aesthetic appreciation are apt labels for ensuing emotions. Like all emotional responses to fiction worlds, spectacle-based emotions can also arise when we read narratives, but in the cinema, they compete conspicuously with plot and character-driven interest and sympathy-based affective response. It seems like the viewer’s witness role is temporarily swapped for a spectator role.Footnote 73 The viewer can identify even further with patterns of motion or sequences of image and sound that lack reference to the film’s story-world. Viewers may contemplate lyrical associations of visuals, sounds, music and symbolic concepts in embodied consciousness as Grodal (1997) proposed. If story action imaginations give rise to emotions, lyrical associations are responded to with moods, e.g., nostalgic, tense or relaxed ones. The seemingly immediate representations on screen of emotions through camera movements and associative editing editing that Münsterberg described would be examples.

Emotion structure of narrative film

As a way to profile the dynamics of emotion across an entire film I proposed to represent these in a succinct model, the affect structure of a film (Tan, 1996). The model represents the course of interest and of responding emotions in time as predicted by theevents as they are subsequently presented by the film.Footnote 74 Generalising across titles, a most general hypothesis is that the level of interest during mainstream movies tends to rise globally. This is because on the way to protagonists’ goals, stakes tend to go up every novel complication. This will lead to increasing promise of reward roughly between the prologue and climax acts. Locally though, interest peaks and dips alternate over subsequent scenes, depending on genre and particular film. Figure 5 displays an example course of interest measured in viewers of the film In for treatment. In this study of emotions induced by a tragic drama on a terminally ill hospital patient, we found that an initial appraisal of the protagonist as increasingly suffering under the yoke of an oppressive hospital regime, was associated with a responding emotion of compassion. After the complication act, the protagonist’s acts of resistance against the hospital’s regime gave way to admiration due to an appraisal of the protagonist’s sense of self-determination. Both measures determined the level of interest measured continuously using a seven-point slider device (Tan and van den Boom, 1992). Affect structures can be more or less generic. That is, responding emotions are just like the plots, characters, and events that prompt these, characteristic for a certain genre. The study of genre-based emotion has been concentrated in research of undesirable effects of watching violence, sensation or horror in entertainment fare, see e.g. a volume edited by Bryant and Vorderer (2006). Psychological research into the role of viewer genre knowledge is on its way (e.g. Tan & Visch, 2009).

Fig. 5 Continuous interest over the course of In for treatment; N = 21; from Tan and Van den Boom (1992). Interest was registered every second using a slider rating device. Measurement was validated by self-report interest ratings. Numbers under the abscissa represent subsequent scenes. 1–6: prolog; 7–18: complication, 19–20 development; 24: climax followed by epilog. Full size image

The appeal of unpleasant emotions

A brief glance at the success rates of films featuring sad, violent or horrific content illustrates the appeal that unpleasant emotions can have to audiences at large. Münsterberg already objected to vicious effects of violent and repulsive imagery in 1910s photoplays, contents that he observed to be worryingly attractive. The psychology of the film holds various explanations in stock, but none as yet chosen. The best documented proposal is Menninghaus et al.’s distancing-embracing model that stipulates two complmentary mechanisms. One rids painful, disgusting or otherwise unpleasant aesthetic stimuli from an impact that would prevent any enjoyment or appreciation of the stimulus. The other allows for experiences that are 'intense, more interesting, more emotionally moving, more profound, and occasionally even more beautiful' (Menninghaus et al., 2017, p. 1). The model is meant to explain the prevalence of negative emotion in all art forms, and harbours a great many classical approaches to the issue. Media psychologists have proposed what I think are regulation accounts of the pleasures of negative emotion. An emotion such as horror results from appraisal of monsters etc. as threatening and repulsive, but the emotion itself, too, can be subject to appraisal. Likewise, your crying in the cinema may induce embarrassment upon your realising that it is only a film you are watching.Footnote 75 Serious drama, the contents of which can be appraised as poignant or thought-provoking (Oliver and Hartmann, 2010), and more in particular independent arthouse titles that tend to provoke appreciation and elevation rather than enjoyment seem to compensate the most painful experiences they offer by a high instruction or (self-) reflection potential (Oliver & Bartsch, 2013). They offer continuous promises of broadening insights or revising one’s views of the world and the self, possibly only materialising to the full long after the show. In my own work I have pointed at the modulating effects of genre schemas (Tan & Visch, 2017) and narrative interest on negative emotions.Footnote 76

In closing the sections on film-induced emotion we need to note that the account of the cognitive appraisal of emoting events given here is simplified. Even straightforward film narratives can have complexities in terms, e.g., of plot lines, or character and narrator perspective that affect the intricacies of emotional events. I refer readers to Oatley’s (2012; 2013) discussion of in this sense more sophisticated appraisals of fictional events. More generally, film psychological research is needed into the use of more complex TOM heuristics in the comprehension of film narrative, and in emotional appraisals of film events.

The conclusion on the psychology of film awareness must be, I think, that the gripping nature of the film experience is as astonishing today as it was to early film audiences. Media psychologists have started to measure it, and cognitive film scholars have forwarded theoretical frameworks for an account of film viewer affect and emotion. But the phenomenology of film has not been expanded by film psychologists beyond the descriptions of what it is like to watch a movie provided in The Photoplay.