Protein is to host a forum this Saturday at the Edinburgh Film Festival to discuss the growing use of neuroscience in the film industry. Brands have been using neuroscience for several years to help test consumer response to their products and advertising campaigns. Now the film industry is using it to test audience engagement with trailers and scenes. For instance, director James Cameron used the technique during the filming of his epic 3D movie Avatar. But is all this brain scanning healthy for the film industry? The Oi! Get Your Grubby Hands Out Of My Brain panel will include Public Engagement Adviser at the Wellcome Trust, Tom Ziessen, software and media inventor David Bausola, and Director of the Scottish Mental Health Research Network, Stephen Lawrie. Moderation duties will be courtesy of debate host and Protein founder Will Rowe.