25-th frame myth or reality

25-th frame or subliminal advertising is a fictional method of influencing the subconscious of people by inserting into the video series of hidden advertising in the form of additional frames. In 1957, James Vickery announced that he had conducted the following experiment in New Jersey cinemas. During the screening of the movie «picnic» at the time of frame change with the help of an additional projector showed footage of hidden advertising, such as «Coca-Cola» «Eat popcorn.» Films were shown throughout the summer of 1957. According to Vickery, the sale of Coca-Cola in the cinema buffet increased by 17% and popcorn by 50%. Then James Vickery patented this technology and opened a company for subliminal advertising in films. The idea of this deceptive technology was suggested to him by the newly invented tachistoscope, a device that gives short flashes of light up to 1/60000 seconds. Such short pulses the human consciousness is not fixed, i.e. they are below the threshold of perception. With their help, Kodak received unique photos of the bullet in flight.