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The advertising people see while the movies is less effective when audiences eat popcorn. This is the conclusion a newly-published study Germany's Cologne University. According to researchers, people remember the names new brands or products silently pronouncing them their brains. However, a mouth full popcorn, this process is interrupted. The report is titled "Popcorn the Cinema: Oral Interference Sabotages Advertising Effects". It describes how the chewing action interferes the brain's "inner speech" that operates whenever we come a new name. Researchers say: "This happens covertly, that is, our awareness."

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