The film experience – film is designed to make us ‘feel’.
Emotional reactions to film – internal reactions to external experiences.
The cinema allows control over this emotional experience – on demand.
The ‘affect’ is an emotional response to film.
Eg Requiem for a dream scene offers the idea that drugs have been consumed, it also affects the feeling of what the drug taking experience is like – we feel the emotional change of the character and get a sense of what he is experiencing.