In George Miller's new Mad Max film “Furiosa,” a red paint flare explodes and casts the theater screen in a saturated crimson cloud. However, this is not the ordinary movie-viewing experience that most people are familiar with. The theater is equipped with gyroscopic 4DX chairs, plumes of fog, and environmental effects that enable the audience to feel fully immersed in the world of Mad Max. This multi-sensory experience is part of a new trend in cinema that aims to attract viewers and provide them with a unique and unforgettable experience.
The pandemic has brought significant changes to the cinema industry, with audiences becoming accustomed to shorter theatrical windows and a plethora of content available for streaming at home. As a result, cinemas have had to find new ways to entice moviegoers back to theaters. Premium experiences, such as 4DX, IMAX, and Dolby Cinema, have become increasingly popular among viewers who are willing to pay extra for a superior picture and sound quality. 4DX, in particular, offers motion seats, practical effects, and sensory elements that transport viewers into the heart of the movie they are watching.
Enhancing Blockbuster Movie Experiences
Major blockbuster titles, such as Disney's “Avatar: The Way of Water,” have seen significant success in 4DX screenings, with ticket sales reaching impressive numbers. Viewers are drawn to the immersive experience offered by 4DX, which cannot be replicated in a home theater setup. The sensory elements, combined with the larger-than-life screen, contribute to a truly unforgettable movie-watching experience that keeps audiences coming back for more. With the increase in ticket prices for premium formats, cinemas are able to boost revenues while providing their patrons with an exceptional viewing experience.
Behind the scenes, 4DX has a team of programmers who work tirelessly to create the perfect combination of motion and special effects for each film. These programmers are often referred to as “artists,” as they carefully craft each experience to match the nuances of the film being shown. Filmmakers sometimes get involved in the process, offering suggestions on how certain effects should be used to enhance the overall viewing experience. This attention to detail and collaboration with filmmakers sets 4DX apart as a dynamic and engaging way to watch movies.
Looking Towards the Future
As the cinema industry continues to evolve, 4DX is expanding its reach across the globe. With plans to add more screens each year and increase the number of locations worldwide, 4DX aims to make its unique movie-viewing experience accessible to a wider audience. The company's commitment to innovation and creativity ensures that each film shown in 4DX is a one-of-a-kind experience for viewers. As CEO Don Savant aptly puts it, “It's the most dynamic way to see a film.”