The use of eye-tracking in data collection, when accompanied by the proper research questions and methodology, is a powerful tool that may provide invaluable insights into the way viewers perceive and experience movies. Film theory can use eye-tracking to test and verify research hypotheses not only with unprecedented accuracy, but also with the ability to address a significant variety of theoretical questions. Eye-tracking can help build contemporary film theory by supporting its various fields of research, and also even assist the production of films themselves by helping filmmakers make more informed creative decisions. The present article is an overview of eye-tracking and its gradual implementation in cinema research; in the context of discussing some recent examples of academic work based on eye-tracking, it considers the technology of eye-trackers and the way in which human vision handles visual information on screen. By testing the attentional behaviour of viewers, eye-tracking can produce more solid answers to questions regarding the way films are experienced; therefore, it may very well prove to be the spearhead of a more robust body of film theory in the near future.