Movie theatre chains are experiencing a significant resurgence as they introduce a heightened sensory experience to the big screen. Cineworld Group, which recently emerged from insolvency, is revolutionising the movie experience by expanding its use of 4DX technology. This innovative technology, developed by CJ 4DPLEX in 2009, integrates synchronized motion seats and additional environmental effects like vibration, water, wind, lightning, and scents to create an immersive experience for moviegoers.
Regal, a subsidiary of Cineworld, is preparing to unveil the world’s largest multisensory 4DX theatre at their Times Square location in New York City. This pioneering theatre will boast 296 seats, a 60-feet-wide screen, four fog machines, eight shaker amplifiers, and 30 rainstorm fans, promising an unparalleled movie-viewing experience.
Stan Ruszkowski, president of The BoxOffice Company, has stressed the importance of re-engaging film fans and revitalizing the movie-going experience after the pandemic. The goal is to entice consumers back to the theatres by offering an immersive and unique experience that cannot be replicated elsewhere.
Despite the rise of streaming services during the lockdown, blockbuster hits like “Top Gun: Maverick” have demonstrated a strong demand for the big-screen experience, drawing audiences back to theatres. Ruszkowski emphasises that the new theatre is a strategic move by Regal, as consumers are now seeking an exceptional experience when watching epic films, even being willing to pay extra for the 4D physical effects inside the auditorium.
Last year, the 4DX format generated close to $50 million at the US box office alone, underscoring the success and popularity of this immersive technology. With Regal operating over 5,800 screens in 41 states, along with the District of Columbia and Guam, it is clear that the multisensory revolution is gaining traction.
The adoption of 4DX and ScreenX technologies by Cineworld and CCI across Europe and Israel, with a total of 62 4DX theatres and 29 ScreenX theatres in operation, further indicates the global demand for an elevated movie experience.
As cinemas continue to innovate and introduce cutting-edge technologies, it is evident that the big screen is here to stay. The use of multisensory technology is set to reshape the landscape of movie-viewing, offering a level of immersion and excitement that cannot be replicated. Prepare to be captivated by the ultimate movie experience – coming soon to a theatre near you!
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