4D Cinema Experience
The increase of multi-channel, multi-screen demands in entertainment, coupled with greater expectations from consumers, is raising concerns for traditional cinemas – where engagement with mobile devices is discouraged. Here, the concept of 4D movie theatres (targeting the physical senses of touch, smell and taste) aims to keep the traditional pastime relevant, engaging, and fun for fans who want to be fully immersed in their entertainment.
South-Korean conglomerate CJ Group has set up a cinema lab in Hollywood to demonstrate its 4DX technology, which is already wowing crowds in its specialty theatres in South Korea, Thailand and Mexico. The system includes moving seats and tiny nozzles to spray water, mist, air and odours from a collection of scents. The theatres also have strobe lights and large fans to simulate wind, lightning and explosions.
CJ Group – which owns the largest multiplex cinema chain in South Korea – is close to finalising a deal with a nationwide chain in the US to create almost 200 4D cinemas over the next five years. The first are slated to open in Los Angeles and New York this year.
Our report New Cinema Experiences highlights other projects that aim to alter and enhance the traditional entertainment experience, but more recent initiatives like this will continue to push entertainment boundaries. Keep an eye out for an update and further coverage in Culture & Media.