Edward Einhorn's brilliant play, THE NEUROLOGY OF THE SOUL-Neuroscience is the nexus for love, art & brand marketing

Written and Directed By Edward Einhorn  UNTITLED THEATRE CO.

February 8 - March 2, 2019  

at A.R.T./New York’s 

Jeffrey and Paula Gural Theatre

502 W. 53rd Street (at 10th Ave)

A new play examining the nexus between neuroscience, marketing, art, and love.

With: Ashley Griffin*, Mick O’Brien*, Yvonne Roen*, Matthew Trumbull*

*Indicates member of Actor's Equity Association

Thu - Sat at 8pm

Sun Feb 10 and 24 at 5pm; Tue Feb 12 and 26 at 7pm

Here's the story. Amy, a lapsed artist and one-time artist's model, is married to Stephen, a neuroscientist investigating how emotions affect the brain. As the play opens, she's not been his only subject but his favorite, as he investigates the neurological impact of their relationship--their love.
He speaks and she's not to answer. His words are a stimulus for her brain to register emotion. And when she's had enough she can exit by squeezing a bulb.

As the story evolves, Stephen is offered a high paying job in neuro-marketing in New York. The company owner, Mark, sees the research not just as an extension of how psychology is used but the potential of a whole brave new world of induced responses with the "flea driving the dog." But Amy, the artist, now poses a challenge--other ideas of  motivation. And so, as Stephen takes the job with Amy his only subject (not quite as mute as was Pygmalion's Galatea), a not quite conventional love triangle develops. And what about Stephen's theory?

This play takes on notions of"progress and success, but more original is how it juxtaposes data with the human soul, the idea of the artist as truth seeker with the static male gaze of the "beloved" in the arts. This ambitious play, delivered on much of this with clarity and humor. Below is some of the dialogue.

Don't miss this play. It needs to be extended. Although the cast was excellent, Ashley Griffin's AMY was quite a stand-out, as she cautiously walked a line between loyalty to her husband's research and  his use of her and an awakening to her own the potential as an artist.

STEPHEN
enters. AMY is back in the MRI machine.)

These images may be art one day, so try to think like Van Gogh! On second thought, don’t do
that. I like you with both your ears.

(He laughs at his own joke. Which falls dead of
course…AMY can’t respond, even if she wanted
to,)

OK, this time, as I explained, I am going to mix different types of phrases together, and I’m
going to see if there’s a difference between your neural reactions. Squeeze the thingy if you’re
ready.

(AMY squeezes it.)
Great. Let’s go. I love you.
(Pause.)
I like you.
(Pause.)
I don’t like you.
(Pause.)
I hate you.
AMY
I’m reminded of some early relationships I had. Before I met Stephen, of course. Or rather, most
of them were before I met Stephen.
STEPHEN
I have no feelings about you whatsoever.
AMY
Stephen and I weren’t exclusive. Well, he was. I wasn’t. He wanted to be.
STEPHEN
I am indifferent.
AMY
I…didn’t know what I wanted. There was one guy, Mack…he goes by Mack, short for…my
God, I don’t remember. McKenzie? Something Irish. Have I really forgotten his real name? I
have. I guess I have.
STEPHEN
You turn me on.
AMY
Mack was an artist too. But he was—his art was terrible. Sold well. He knew how to sell. He’s
the only one, actually, the only one I know from those days, who’s actually making a living from
his art. If you can call it art. Landscapes that look good in your living room, that you don’t have
to think too long about. Nobody could stand him. Not even me.
STEPHEN
I want to fuck you.
AMY
Maybe it was jealousy. Why should he be successful, with his awful, clichéd seascapes or
flowers or whatever while I was totally unsuccessful with my awful, clichéd, half naked women.
God, he turned me on.
STEPHEN
I long for you.
AMY
I told you I like you.
(Pause.)
I don’t like you.
(Pause.)
I hate you.

(Transition to MARK at the Digital Leadership
Summit again.)
MARK
Let’s go back to the concept of love. Because that’s it, isn’t it? That’s the Holy Grail. If you
can make your customer love you, you have it made. They will stick with you, with your brand,
forever. Or at least until they fall in love with another.
(Slide: a wedding)

It’s all about cognitive framework. The situation in which you encounter a brand affects the way
you think about it, just in the way that the situation you encounter a person affects the way think
about him or her. Let me tell you the story about a marriage. My marriage, in fact. I met my
wife in college. Well, she was in college. I was her TA. I know, scandalous, except that it
happens all the time. She was very beautiful, and very smart, and to be honest, I don’t think she
would have given me a second glance if we had met in a coffeehouse. Or on the street. Or
maybe even through a friend. But I was her teacher. I was smarter than her, at least about the
class I was teaching. I was more powerful than her. And for her, that was the right cognitive
framework. That is what made her notice whatever my good qualities might have been, what
made her overlook my bad ones. Now in my case, the marriage didn’t last. In my case, once the
framework changed, so did the love. She saw me differently. So it’s a challenge, and the
challenge is twofold. Win the love. Keep the love. It’s a challenge in any circumstance, but
when you can look inside someone’s brain and see when the love is waning…well, that gives
you an edge, doesn’t it?

S.W.