Cinema screens are huge, which is odd, because the eye can only focus on a small portion of what's in front of it at any one time. That's what prompted the Academy of Motion Picture Arts and Sciences to team up with neuroscientists from Birkbeck, University of London, who in turn recruited eye-tracking firm Tobii. The trio embarked upon a project to determine where people concentrated their gaze. Then, by using Tobii's hardware, were able to create a heat map that was overlaid on the frame, much in the same way that SMI analyzes sports matche. The conclusions from the research found that the best use of CGI isn't to make big robots at the front of the frame, but to fill in all of the spare detail that you're not looking at.