From Director's Cut to User's Cut - to Watch a Brain-Controlled Film is to Edit it.

Introducing interactivity to films has proven a longstanding and difficult challenge due to their narrative-driven, linear and theatre-based nature. Previous research has suggested that Brain-Computer Interfaces (BCI) may be a promising approach but also revealed a tension between being immersed in the film and thinking about control. We report a performance-led and in-the-wild study of a BCI film called The MOMENT covering its design rationale and how it was experienced by the public as controllers, non-controllers and repeat viewers. Our findings suggest that BCI movies should be designed to be credibly controllable, generate personal versions, be watchable as linear films, encourage repeat viewing and fit the medium of cinema. They also reveal how viewers appreciated the sense of editing their own personal cuts, suggesting a new stance on introducing interactivity into lean-back media in which filmmakers release editorial control to users to make their own versions.