4DX: Enhancing the Moviegoing Experience with Sensory Immersion
In Warner Bros.’ latest film, “Furiosa: A Mad Max Saga,” audiences are treated to a truly immersive experience through the 4DX viewing format. As Chris Hemsworth’s villainous character, Dementus, appears on screen, a red paint flare explodes, enveloping the theater in a crimson cloud. At the same time, fog rolls in, capturing the red hue and creating a multi-sensory moment that transcends the boundaries of the cinema.
The 4DX experience is one of many efforts by theaters to entice moviegoers back to the big screen after the disruptions caused by the pandemic. With shorter theatrical windows and increased access to content at home, audiences grew accustomed to staying in. To counteract this trend, cinemas are now focusing on providing premium experiences that offer superior picture quality and sound. 4DX, along with other formats like IMAX and Dolby Cinema, is catering to this demand.
Duncan Macdonald, head of worldwide marketing and theatre development for CJ 4DPlex Americas, emphasizes the uniqueness of the 4DX experience. He states, “We make movies different. We are so different out there, with our motion capabilities and our environmental effects.” By incorporating motion seats, practical effects, and sensory elements, 4DX aims to fully immerse viewers in the movie they are watching.
Don Savant, CEO of CJ 4DPlex Americas, views the 4DX experience as complementary to traditional moviegoing. He notes that it attracts younger consumers between the ages of 10 and 30 who seek more experiential viewing. This aligns with the growing trend among moviegoers who are willing to pay a premium for a unique and enhanced cinematic experience.
The success of 4DX can be attributed to its ability to offer an unparalleled visual and sensory journey. The format, developed by CJ 4DPlex, allows films to be augmented with practical effects such as motion seats, wind, strobe lights, simulated snow, and scents. These elements add another layer of immersion and excitement to the movie-watching experience.
Despite the higher ticket prices, consumers are willing to pay for the added value that 4DX provides. In fact, last year, 4DX’s domestic locations generated $53.4 million in ticket sales. Paul Dergarabedian, senior media analyst at Comscore, highlights that the higher price for premium movie tickets is seen as a solid value proposition for fans seeking the best possible big screen experience. This is encouraging news for theater owners who can boost revenues on a per-ticket basis while ensuring their patrons have a memorable experience that will keep them coming back.
Blockbuster titles, in particular, have proven to be a hit with 4DX audiences. Disney’s “Avatar: The Way of Water” garnered over $83.6 million in ticket sales from 4DX screens, accounting for around 3.6% of the film’s total box office revenue. This success demonstrates the appeal and popularity of 4DX among moviegoers.
Regal Cinemas, the largest operator of 4DX screens in the U.S. and Canada, recognizes the value of premium formats like 4DX in attracting customers to their theaters. CEO Eduardo Acuna emphasizes that each premium format serves a different purpose for storytelling and enhances the enjoyment of watching a movie in an immersive way. He also mentions that 4DX auditoriums are strong box office performers for Regal.
With its dominance in the market, Regal continues to expand its 4DX footprint. Currently, there are 50 out of 62 4DX locations under Regal’s operation in North America. Globally, there are nearly 750 4DX screens, with the highest concentration in Asia and Europe. CJ 4DPlex is aiming to increase the number of 4DX locations to around 1,200 within the next five years.
The process behind creating the 4DX experience is akin to an art form. The programmers at CJ 4DPlex in Seoul meticulously craft the motion and special effects for each film. They have two to three weeks to perfect the effects, but they can expedite the process if necessary. Filmmakers sometimes collaborate with the programmers to provide input on the timing and intensity of the effects, ensuring a dynamic and immersive viewing experience.
In conclusion, 4DX is revolutionizing the moviegoing experience by offering a multi-sensory journey that engages viewers on a whole new level. With its motion seats, practical effects, and sensory elements, 4DX immerses audiences in a way that cannot be replicated at home. Despite the higher ticket prices, consumers are willing to pay for this premium experience, making 4DX a valuable addition to theaters’ offerings. As the film industry continues to recover and adapt, formats like 4DX play a crucial role in enticing audiences back to the big screen and providing them with unforgettable cinematic moments.
