There was a study, way way back, probably in the early 90s, that had a group sitting in a theatre, or a room perhaps. A white screen was set up bisecting the room. People sat on both sides of the screen. So, one group saw a projection (as we do in movie theatres) and one side saw an image (and light) emanating from the screen (as we do when we watch television). A regular projector then played a movie on the screen. The people on the two sides of the screen then answered a series of questions once the film was done. And how the two sides perceived the film were totally different.