Imagine watching Interstellar or The Matrix again without remembering a single plot twist. A Dutch cinema chain is attempting to make that possible through an unusual experiment involving hypnosis.
Pathé, a major cinema chain in the Netherlands, has announced an initiative called Pathé REWIND, which aims to help 30 film enthusiasts forget their favorite movie before watching it again on the big screen.
The experiment is designed to recreate the excitement, suspense and surprises associated with watching a film for the first time.
The initiative will take place on November 9 at Pathé Buitenhof in The Hague, Netherlands. The selected participants will undergo hypnosis sessions led by Victor Kraemer, a hypnotherapist with more than 30 years of experience.
Each participant will first attend an individual online session with Kraemer. They will then undergo another hypnosis session immediately before the theatrical screening.
Participation in the experiment is free for the selected 30 people. Registrations close on October 29.
Participants were given four films to choose from: Christopher Nolan’s Interstellar, The Matrix, La La Land, and Se7en. The group will decide the final selection based on its preferences.
The shortlist brings together films from different genres, each known for memorable sequences and unexpected developments. Interstellar and The Matrix offer science-fiction storytelling, La La Land blends romance and music, and Se7en is known for its dark crime narrative and shocking ending.
Imke van Schaaijk, Pathé’s manager of brand, PR and communications, highlighted the idea behind the initiative in the company’s announcement.
“Who wouldn’t want to see their favorite film again for the very first time?” she said, adding that Pathé REWIND aims to take the experience beyond the cinema chain’s existing classic film re-releases.
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The experiment raises an interesting question about whether hypnosis can help people forget a film they have watched before. However, Pathé has not claimed that the technique can erase memories or guarantee that participants will experience the movie as completely new.
The initiative is being viewed as an experimental and promotional activity rather than an established scientific method of removing memories.
The idea has already attracted online attention, with film enthusiasts discussing which movie they would choose to experience again without knowing the story.
Pathé’s initiative also builds on its existing Pathé Classics program, which brings popular films back to theatres. Earlier screenings included Catch Me If You Can, Titanic, A Star Is Born, Bohemian Rhapsody and Birdman.
Whether hypnosis can recreate the magic of a first-time viewing remains to be seen. However, the experiment offers film lovers an unusual opportunity to revisit a favorite classic with a fresh perspective.