3.1. Data Gathering
For this study, we developed the questionnaire based on conclusions and findings from previous research [
22,
23,
33] and framed it within our Ph.D. project. The previously found main concepts and dimensions helped us validate and elaborate the questionnaire-formulated questions. After the questionnaire was finalized, we used Jotform, an online form builderfrom Jotform Inc. (San Francisco, CA, USA), to create our online survey. This software was chosen because of its familiarity with the use and management. Like any other online form builder, it helps dynamize and reach the population we aim for more easily. The targeted population was Portuguese adults. The quantitative and qualitative data gathered were analyzed using descriptive statistics (total (N) and percentages %) and word cloud analysis. The descriptive statistic was applied to help us understand the total of responses (N) and the significance of those responses through percentage (%), contributing to a better analysis and description of the sample. As for the word cloud analysis, we used the online tool World Cloud Generator, created in the RocketSource Innovation Labs (South Jordan) in USA. this software helped us to have a quick and easy data visualization, transforming our text into a word cloud presentation and analyzing the data using the frequency count from the terms and keywords presented on our big data.
The first five are related to the demographic sample questions, and the others are related to the movies we presented. For the reliability and validation of this questionnaire, we analyzed Cronbach’s Alpha (α = 0.85), a value that can vary between 0 and 1, the closer it is to one, the more significant the internal consistency between items; therefore, the stronger the connection between the questions that are a part of the questionnaire. We also confirmed that the correlation between questions is all highly statistically significant.
All the questions are described and analyzed in the next section.
Demographic questions:
- (1)
Gender
- (2)
Age
- (3)
Are you somehow connected to Information Technologies?
- (4)
Academic degree
- (5)
How often (approximately) do you play digital games (on mobile phones, consoles, computers, or other digital media)?
Other questions:
- (6)
Ready Player One movie—Do you know this movie?
- (7)
Ready Player One movie—Have you seen this trailer/teaser?
- (8)
Ready Player One movie—Have you seen this movie?
- (9)
Ready Player One movie—Do you want to see the trailer?
- (10)
Ready Player One movie—Classify how much you like this movie
- (11)
Ready Player One movie—Have you seen the trailer that we made available?
- (12)
Doctor Strange in the Multiverse of Madness—Do you know this movie?
- (13)
Doctor Strange in the Multiverse of Madness—Have you seen this trailer/teaser?
- (14)
Doctor Strange in the Multiverse of Madness—Have you seen this movie?
- (15)
Doctor Strange in the Multiverse of Madness—Do you want to see the trailer?
- (16)
Doctor Strange in the Multiverse of Madness—Classify how much you like this movie
- (17)
Doctor Strange in the Multiverse of Madness—Have you seen the trailer that we made available?
- (18)
Between the two films shown to you, please select the one you like best, or the one that seems most attractive to you (if you have not seen it yet, but you know the ‘trailer’).
- (19)
To what extent do you associate this film(s) with…
- (20)
What does this movie(s) make you think of? (Please describe in a few words the ideas or thoughts this film raises in you…)
- (21)
How does this movie(s) make you think?
- (22)
How does this movie(s) make you feel?
- (23)
Finally, in very brief words, can you describe why you consider this (these) film(s) important…
We used the Likert scale for the non-demographic questions (5, 10, 16, 18, 19) to gain more insights into how deeply a participant might feel about the topics presented. In this way, the statements reveal the dimension of the participant’s attitude toward the issue/topic presented [
69].
The films were selected according to the concepts they approach, which we considered the same that we aim for with our objectives and research question. The films selected were: Ready Player One, launched in 2018, directed and produced by Steven Spielberg, and the history was one in 2045, where Wade Watts, like the rest of humanity, prefers the virtual reality of the OASIS game to the real world. James Halliday, the game’s eccentric creator, dies and leaves his priceless fortune to the first person to discover the key to a diabolical puzzle he devised. To win, Watts must abandon virtual existence and experience love and reality, with a total audience of 453,000; Doctor Strange in the Multiverse of Madness, launched in 2022, represents the long-awaited film about Doctor Strange’s journey into the unknown. In addition to receiving help from new mystical allies and others already known to the public, the character crosses the multiverse’s incomprehensible and dangerous alternate realities to face a new and mysterious adversary with a total world audience of 438,000. In our questionnaire, we had questions “yes or no,” with a Likert scale, and open questions to explore the concepts in the study.
3.2. Data Analysis and Results
We had a total of 106 participants, where 56 (2.8%) were Feminine, and 50 (47.2%) were Masculine (see
Table 1,
Figure 1).
We observed a total of 72 (68%) participants with 40 or fewer years and 34 (32%) with more than 40 years old (see
Table 2,
Figure 2).
With the question, Are you somehow connected to Information Technologies? We understood that the majority is somehow connected. The results show that 57 (52.3%) are connected through profession, 38 (34.9%) are not connected in any way, 9 (8.3%) are connected by work and studies (Working-Student), 2 (1.8%) are joined by leisure and studies, and 1 (0.9%) refers that they are bound by retirement (see
Table 3,
Figure 3).
According to the participants’ academic degree, the majority have a bachelor’s degree (N = 54, 50.9%), followed by a master’s (N = 32, 30.2%), then 12.° grade (N = 16, 15.1%) and finally a PhD (N = 4, 3.8%) (see
Table 4,
Figure 4).
In our question, how often (approximately) do you play digital games (on mobile phones, consoles, computers, or other digital media)? (see
Table 5,
Figure 5), we verified that most of the participants are frequent players (or gamers) (N = 62, 58.5%).
As for the demographic characteristics of our participants, they are very balanced between genders. The majority are less than 40 years old, are connected by the information of technology by profession, have a bachelor’s academic degree, and play games daily (31.1%), weekly (18%), or monthly (9.4%), so we can consider them as gamers.
The following 13 questions focused on the two movies we used in this study (see
Table 6,
Table 7,
Table 8,
Table 9,
Table 10,
Table 11,
Table 12,
Table 13,
Table 14,
Table 15,
Table 16,
Table 17 and
Table 18 and
Figure 6,
Figure 7,
Figure 8,
Figure 9,
Figure 10,
Figure 11,
Figure 12,
Figure 13,
Figure 14,
Figure 15,
Figure 16,
Figure 17 and
Figure 18). The first five questions were regarding the movie “Ready Player One” (see
Table 6,
Table 7,
Table 8,
Table 9,
Table 10 and
Table 11 and
Figure 6,
Figure 7,
Figure 8,
Figure 9,
Figure 10 and
Figure 11), and the other five questions (see
Table 12,
Table 13,
Table 14,
Table 15,
Table 16 and
Table 17 and
Figure 12,
Figure 13,
Figure 14,
Figure 15,
Figure 16 and
Figure 17) were related to the movie “Doctor Strange in the Multiverse of Madness”, and question 18 (see
Table 18,
Figure 18) was associated with both films.
Observing questions six to nine (see
Table 6–9 and
Figure 6,
Figure 7,
Figure 8 and
Figure 9) regarding the Ready Player One movie, we understood that the majority did not see this movie (N = 6, 59.4%, see
Table 6,
Figure 6), did not see the trailer (N = 71, 67%, see
Table 7,
Figure 7), have not seen the movie (N = 74, 69.8%, see
Table 8,
Figure 8) and did not want to see the trailer (N = 68, 54.7%, see
Table 9,
Figure 9).
Regarding the question, how much did you like this movie (
Table 10,
Figure 10), the majority said they somehow liked it (N = 56, 52.8%). However, the number of participants who did not like or did not see the movie was very high (N = 50, 47.1%), of the participants who liked it (N = 17, 16.0%), they liked it reasonably.
We can conclude from the classification that perhaps because this movie was launched in 2018, it is not so present in the participant’s minds, or because the history or director/producer was not so engaging or known.
If they saw the trailer for this movie we made available (see
Table 11,
Figure 11), we understood that the majority did not see it (N = 58, 54.7%). Compared with the previous answers regarding this movie (
Table 7), we can understand that the participants did not see the trailer. Still, they did not intend to do so, even if they did not see the movie (
Table 8).
So the participants show that the lack of interest or engagement in a movie affects the desire to see the trailer or movie even if they are available freely.
Observing questions 12 to 15, we can see that the majority of the participants know the movie (N = 68, 64.2%,
Table 12,
Figure 12), the same number saw and did not see the trailer (N = 53, 50%,
Table 13,
Figure 13), the majority did not saw the movie (N = 63, 59.4%,
Table 14,
Figure 14) and the majority did not want to see the trailer we made available (N = 70, 66%,
Table 15,
Figure 15).
Regarding the classification of how much they like this movie (see
Table 16,
Figure 16), we can observe that the majority like the movie (N = 60, 56.6%) and that from these participants, the majority liked it a lot (N = 22, 20.8%). However, we can see that many participants did not see this movie or did not like it (N = 46, 43.4%).
This slightly different answer from the previous movie shows us that the participants better accepted this movie, perhaps because of the superhero layer present and because it is a newer movie launched.
Concerning the question, have you seen the trailer we made available (
Table 17,
Figure 17), we can understand that the majority also said No (N = 67, 63.2%). So, the lack of interest or engagement in a movie affects the desire to see the trailer or movie, even if they are available freely. Also, the participants who have already seen the film explain their lack of interest in seeing the trailer.
The majority chose Doctor Strange in the Multiverse of Madness (N = 74, 69.8%,
Table 18,
Figure 18) for which movie you liked the best or which seemed more attractive. We already mentioned that this movie was launched recently (2022), so it can be more in the minds of the participants. The themes of the two movies are similar, but the history and director/producer are different, so the engagement or enjoyment of the movie is different. It is also important to remember that this movie is part of a superhero Marvel saga, so fantasy regarding this type of movie can provide further engagement from the participants.
According to our results, we will now focus on analyzing the next question considering Doctor Strange in the Multiverse of Madness movie since this was the movie that created more discriminative meaning.
Regarding the association of this movie with the concepts presented (
Table 19,
Figure 19), we can verify that animation (N = 34), future (N= 40), gaming (N = 37), immersion (N = 33), virtual world (N = 34), virtual reality (N = 49), leisure or fun (N = 46), pastime (hobby) (N = 33), escape (from reality) (N = 46), and personal projection in the virtual (N = 31) is considered quite present enough (
Table 19). The multiverse concept is considered very much-present (N = 39,
Table 19). The Metaverse concept is perceived as present (N = 27), but we can deduce indecision from the participants on the association classification (
Table 19).
Figure 1, with a graphic image, gives us an easy overall view of the participants’ responses regarding the Likert scale used to evaluate the association concepts towards this film (nothing, little, more or less, reasonably enough, and very much).
Doctor Strange movie relates to entertainment concepts that allow the viewers the immersion experience through virtual reality present in the virtual world and animation they present, creating and transforming the multiverse concept for the viewer’s perceptions and allowing the presence of concepts related to the future, such as the Metaverse. We can verify that this movie is an excellent example of the possible perceptions of the viewers for this concept.
In the following three questions (
Table 20–26,
Figure 20,
Figure 21,
Figure 22,
Figure 23,
Figure 24,
Figure 25 and
Figure 26), we compared the participants who liked the movie with those who did not to see the different perceptions. For the descriptive information about the participants who liked the movie and those who did not like it, we can see that the majority liked it (N = 74, 69.8%,
Table 20,
Figure 20).
Regarding the question, what does this movie(s) make you think of, we can verify that the users that liked the movie (
Table 21,
Figure 21 and
Figure 23), thoughts were regarding the alternative realities and worlds that resemble a future vision as well as parallel worlds, supported by imagination, fantasy and magic of a fiction immersion of the virtual universe.
Figure 2 gives a word cloud representative image of the word frequencies and, most importantly, mentions by the participants who liked the movie regarding the above-mentioned question.
For those who did not like the movie (
Table 22,
Figure 22 and
Figure 24), we can see the thoughts and perceptions of the virtual reality and world existence from a fictional future vision and a thought of anguish that this movie created.
Figure 3 gives a word cloud image representing the word frequency and the most essential mentioned by the participants who did not like the movie regarding the abovementioned question.
Comparing the thoughts from both viewers, we can understand that the one who liked the movie engages and accepts all the concepts present in an easier way or possible transportation to reality. For the other viewers, this potential future vision is seen as something that creates anguish, probably because with the non-visualization of the film, it becomes less clear to understand these concepts because of the lack of information for not seeing it. According to research, these results show that people who see films seem to feel more personally involved with them and the topics explored by the film [
70]. Otherwise, the ones who do not see the films think more rationally about what they believe is real through their reflections and knowledge of these themes [
70]. The different types of immersion is also clear between participants, more engagement, therefore, more immersion, and a higher acceptance of the concepts.
Regarding how this movie makes you feel question, from those who liked the movie, we see positive, well-being emotions, and entertainment feelings from this futuristic real world (
Table 23,
Figure 25 and
Figure 27).
Figure 27 gives a word cloud representative image of the word frequencies and, most importantly, mentions by the participants who liked the movie regarding the above-mentioned question. For those who did not like the movie, we can see feelings that appear to be less positive emotions, such as fear and distress, but at the same time, some curiosity and adrenaline regarding this reality told by this story (
Table 24,
Figure 26 and
Figure 28).
Figure 28 gives a word cloud image representing the word frequency and the most essential mentioned by the participants who did not like the movie regarding the abovementioned question.
It is interesting to observe that the participants who liked the movie have relaxed and positive feelings regarding this possible reality, perhaps because of a better understatement and engagement with the movie’s reality as its own. On the other hand, the other participants, even though they have some curiosity, cannot put this a possible reality to be real, reinforcing the knowledge they have that this is a story, and by that, a piece of fiction, this is their only way to cope with the fear that all these concepts bring to them.
On the question, describe why you consider this film important, we can observe for those who like the movie that this movie is important because of a different approach from a future reality that is important to be considered in a virtual world (
Table 25,
Figure 29 and
Figure 30).
Figure 30 gives a word cloud representative image of the word frequencies and, most importantly, mentions by the participants who liked the movie regarding the above-mentioned question. Looking at the responses of those who did not like the movie, we can see a similar idea of importance, referring to the good presentation of a future virtual reality world to be considered important (
Table 26,
Figure 31 and
Figure 32).
Figure 32 gives a word cloud image representing the word frequency and the most essential mentioned by the participants who did not like the movie regarding the above-mentioned question. Once again, we can see the different abilities of the immersion because the one who did like the movie referred to a possible real world and concepts. For the other ones, this reality is always put on a fantasy game, a non-real fiction reality.
To have a deeper understanding of the impact of this film, we decided to select 30 reviews from 30 different reviewers through the IMDB online page to compare with all the thoughts and feelings gathered from all the participants (
Table 27), using a big data text analysis with a word cloud generator software.
For this analysis, we also used frequencies and word clouds to understand better the main concepts approached by participants and reviewers (
Table 28 and
Table 29,
Figure 33,
Figure 34,
Figure 35 and
Figure 36).
Figure 35 and
Figure 36 give a word cloud representation through image visualization of the word frequency and the most important one mentioned by the participants and the reviewers, respectively.
Regarding the participant’s feelings and thoughts, we can see positive and entertaining emotions and an engagement with this alternative virtual reality world that can be seen as a magic and futuristic view of actual reality. This engagement can be by the immersion concepts that create a fictional world, a real possibility (
Table 28,
Figure 33 and
Figure 35).
Regarding the reviewer’s reviews, we can see their approach to fiction creation. This creates a multiverse that can relate to a possible madness for the comprehension that engages the viewer through an immersive marvel (super-hero) universe. It also mentions the horror dimension, possibly showing the confusion or lack of knowledge regarding the proposed alternative time and universe (
Table 29,
Figure 34 and
Figure 36).
Comparing the two visions, participants and reviewers both engage in the alternative multiverse reality. However, the participants show a better expression of emotions and well-being entertainment feelings than the reviewers, who only approach from a fictional perspective as some madness of horror for understanding.
Nevertheless, it is very interesting to see that in some way or another, more positive or negative way, both participants and reviewers ascertain the existence of these concepts: multiverse, virtual reality, and virtual worlds.