La agradable sorpresa de los Easter eggs en el cine: análisis con eye-tracking y reconocimiento facial

Luz Martínez Martínez

doi:10.26441/RC24.2-2025-3883

Authors

Luz Martínez Martínez Universidad Complutense de Madrid (Spain)

DOI:

https://doi.org/10.26441/RC24.2-2025-3883

Keywords:

cognitive neuroscience, visual attention, facial recognition, emotions, engagement, intertextuality, animated cinema, audiovisual narratives, viewer experience, film marketing

Abstract

Easter eggs are hidden elements that enrich the cinematic experience by generating surprise, curiosity, and emotional connection. This study aims to analyze the attentional and emotional impact of Easter eggs in animated films through neurocognitive tools, highlighting their potential as narrative and marketing resources. Methodology. An intra-subject experimental design was conducted with a sample of 22 participants aged between 18 and 50. Six frames from Disney and Pixar films featuring Easter eggs of varying complexity and narrative integration were analyzed. Eye-tracking, facial recognition, and questionnaires were used to measure visual attention, emotions, and engagement. Results and conclusions. The results show that Easter eggs significantly capture attention, increase engagement, and elicit positive emotions such as surprise and joy. Their active integration into the action enhances their impact. The complexity of the Easter egg influences its recognition and emotional intensity, although excessive complexity may hinder detection. These findings reinforce their value as tools to enhance the audiovisual experience and strengthen audience loyalty. Original contribution. This study provides empirical evidence—using neurocognitive technologies—of the positive effect of Easter eggs on viewers’ attention and emotions. It stands out as an innovative contribution to the development of immersive narratives in audiovisual content and to brand communication strategies based on emotional involvement and surprise.

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Author Biography

Luz Martínez Martínez, Universidad Complutense de Madrid (Spain)

Doctora en comunicación y Profesora Ayudante Doctora en la facultad de Ciencias de la Información de la Universidad Complutense de Madrid. Coordinadora del laboratorio de neurocognición de la UCM. Sus líneas de investigación se centran en la comunicación audiovisual digital, la persuasión, la neurocognición, el neuromarketing y el comportamiento del usuario o consumidor. https://orcid.org/0000-0001-8582-724X, luzmartinez@ucm.es

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