Hollywood & neuromarketing
OK, I first read about this on the MIT Technology Review blog and thought it was a joke (especially since I had just seen "Eternal Sunshine of the Spotless Mind"). However, after reading the Guardian article, it appears to be legitimate.

Basically, Steven Quartz, a lab director at CalTech, is using brain scans to measure how people react to films. According to Quartz, "There's a part of the brain - the orbitofrontal cortex - that underlies liking or anticipation...We can look at changes in blood flow in that region to measure how much people are anticipating a movie when they are watching a trailer or how much liking they have."

He claims that he has sold the technology to Hollywood studios, but he won't name names. The article points out that, unlike focus groups, the brain scans don't lie.