Pathé wants to find out whether hypnosis can give film fans their first viewing back. As IGN reports, the cinema chain is working with hypnotist Victor Kraemer on an experiment called Pathé Rewind. It aims to make 30 people forget a favourite film, then watch it on the big screen as if for the first time.
The event runs on Monday 9 November at Pathé Buitenhof in The Hague, and the Dutch arm of Pathé is behind it. According to Pathé’s Rewind page, the 30 selected participants each get a personal online session with Kraemer between 30 October and 8 November. Just before the screening, Kraemer puts them under hypnosis again, and the chosen film then plays on the big screen. Pathé’s press release describes Kraemer as a hypnotherapist with more than 30 years of specialist experience.
Applicants had four films to pick from: The Matrix, Se7en, La La Land and Interstellar. Only one will be screened, and Fonk Magazine reports that the choice rests on the film preferences of the applicants. Registration closed on 29 October. According to the Rijswijks Dagblad, participation is free. IGN adds that Pathé picked applicants on film preferences, personal motivation, availability and consent to take part in the promotion.
Pathé frames it as a test, not a promise. The company gives no guarantee that the hypnosis will work or that participants will actually relive their first viewing. It also makes no claims about how well hypnosis works as a method, and it accepts no liability for the outcome, effect or any other consequences of the sessions.
The pitch is about the cinema experience. Imke van Schaaijk, Pathé’s brand, PR and communications manager, said in the announcement, “Who wouldn’t want to see their favorite film again for the very first time?” She added that Rewind goes a step further than the chain’s classic re-releases. That ties it to the Pathé Classics programme, which brings back beloved films to cinemas.
Pathé hasn’t said how or whether it will publish the results. The screening takes place on 9 November, so we’ll find out then whether anyone is surprised by the twist.
Can I still take part in Pathé Rewind?
No. Registration closed on 29 October, and Pathé has already selected its 30 participants. The sessions are tied to the screening at Pathé Buitenhof in The Hague.
Which film will Pathé screen?
It hasn’t been announced. The candidates are The Matrix, Se7en, La La Land and Interstellar, and Pathé says one will be chosen based on applicants’ film preferences.
Does hypnosis actually erase a film from your memory?
Pathé doesn’t claim it does. The company calls Rewind an experiment, gives no guarantee of the effect and makes no claims about hypnosis as a method.
