Everyone has probably heard about the famous 25th frame - an invisible insert in films and videos that affects the viewer’s subconscious. But this method was eventually declared unworkable by its author, James Vickery. 
Vaikeri admitted that the results of experiments and studies on the influence of hidden advertising on the human subconscious were fake. But despite this, the use of 25 frames is still prohibited in a number of countries.
How it supposedly works 
You can only recognize 24 frames per second, and all the rest, which will flash for less than a second, will be deposited in the subconscious. In general, any information first goes into the subconscious, and only then, after passing through a certain filter, it ends up in the consciousness, which selects important data. A kind of filtering of unnecessary amounts of data.
Opening 
Vaikery decided to check something out in 1957. In the cinema, while the film was playing, built-in advertisements for popcorn and Coca-Cola flashed periodically. The film with these inserts was shown for three months and the demand for popcorn increased by 50%, and cola by 17%.
Vaikerie's interesting statement resonated with advertising specialists, scientists and government officials. They asked to do the experiment again, but this time none of the spectators wanted to do what they were trying to convince them to do. 
James Vickery
After a certain time, student Stuart Rogers began to study this experiment in order to write a report on “The 25th Frame.” He found out from the director of that same cinema that he had no idea that some kind of experiment was being conducted in his establishment. Afterwards they tried many more times to carry out the experiment with the 25th frame, but it did not bring any results. Five years later, James Vaikery admitted that he had falsified the results of the study.
What happened next? 
After Vaikery's loud statement, an article was published in New Scientist magazine claiming that hidden advertising works. Only it should not be a picture or a word, but a stream of numbers and letters that lasts no longer than 1/25 of a second. Scientist Johan Karremans (University of Nijmegen) came to the same conclusion. 
The media and public were very excited about the 25th frame research. In the 90s, newspaper and magazine articles about zombification of people through the 25th frame flooded. A variety of methods for treating drug addiction and alcoholism appeared through the 25th frame (by the way, they still exist). They even promised to teach him a foreign language with his help. Articles multiplied, but no one even bothered to check the facts. 
In Japan, the developers of the cartoon "Pokemon" were accused of using the 25th frame, they say, because of it, children began to have epileptic seizures. 
Despite its obvious inconsistency, the topic of frame 25 continues to be of interest. The method can even be found in movies: episode 21 of “Columbo” - where the killer influences his victim with the help of the 25th frame, and in the famous “Fight Club”, where the main character, who works in a cinema, inserts this very additional frame into the film.
In fact, we are able to perceive not only 25 frames, but even 48, 72 frames and 200 frames. (Blockbusters with annoyingly clear and smooth pictures, like a bad TV series, are shown at just 48 frames per second). Some studies show that the maximum is almost 500. So if they try to slip something to us on the 25th frame, we will definitely see it.
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