Dolby, the company that provides advanced sound and light systems in movie theaters, is operating in an environment where theater ticket sales are dropping 5 to 10 percent per year due to a better variety of entertainment options, shorter attention spans, and better in-home and device streaming. Dolby Cinema now does for the eyes what it once did for the ears. In its LA operations, Dolby conducts lab experiments measuring brain waves, galvanic skin response, and heart rate as volunteer participants experience a Dolby Cinema-enhanced movie. Diagram this experiment, and discuss  its strengths and weaknesses.