What is the twenty-fifth frame? Detailed answer

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What is the twenty-fifth frame? Detailed answer

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What is the twenty-fifth frame?

For the first time this term appeared in the middle of the last century in the United States and referred to cinema.

The fact is that the film camera and, accordingly, the projection camera advance the film at a speed of 24 frames per second. But in 1957, a curious experiment was set up in the USA: the film was promoted a little faster - 25 frames per second, and a film was shot on 24 of them, and an advertisement for puffed corn (popcorn) on the 25th. People could not see this advertisement, because visual perception has a number of limitations, including temporary ones. However, at the end of the film, most of the audience went to buy popcorn.

Advertising, therefore, was nevertheless perceived, but not by the consciousness, but by the subconscious. And, like any appeal to the subconscious, this phenomenon represented a certain danger.

So far, this has been limited to cinema, but the danger has been mostly abstract: editing was done by hand, which is quite difficult and expensive, and therefore it did not make sense to use it. In our time, the situation has changed dramatically. Filming is now carried out not on film, but on videotape, and for editing there are very effective computer technologies with the richest possibilities.

Therefore, the danger of using hidden frames (not necessarily "twenty-fifths") has increased immeasurably.

Author: Kondrashov A.P.

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