So maybe feeling like you're really there in a movie isn't everything. "Psychological theory suggests that immersion is one of a few factors that all work together and support each other," says co-author Brendan Rooney, a psychologist who researches film and emotion at the Dún Laoghaire Institute of Art, Design and Technology in Dublin. "Things like 3D may help keep our attention. But once we pay attention to the film, it has to be good (in our opinion) or else the whole process falls apart," he told me via email. Which makes sense. Being fully immersed in a boring situation doesn't sound like anyone's idea of fun.