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The advertising people while at the movies is less effective when audiences popcorn. This is the conclusion of a newly- study from Germany's Cologne University. According to researchers, people the names of new brands or products by silently them in their brains. However, with a mouth full of popcorn, this process is . The report is "Popcorn in the Cinema: Oral Interference Sabotages Advertising Effects". It how the chewing action with the brain's "inner speech" that whenever we come across a new name. Researchers say: "This covertly, that is, without our awareness."

Researcher Sascha Topolinski 96 people to watch a movie. Half of the group was popcorn, while the rest a small sugar cube. A week later, the participants were to rate a series of products, including some of those they had adverts for during the movie. The sugar cube group a lot more of the product names than those who ate popcorn. Mr Topolinski said: "The mundane activity of popcorn made participants immune to the pervasive effects of advertising." He added: "This finding that selling candy in cinemas actually advertising." This cinema owners with a dilemma. There is usually a 900% mark-up on popcorn in movie theatres.