Adrian Johnson
TLDR:
- Theater chains are using multisensory technology to entice movie-goers
- Cineworld Group is expanding its use of 4DX technology for a more immersive experience
Movie theater chains are implementing multisensory technology, such as 4DX, to attract movie-goers and boost revenue post-pandemic. Cineworld Group, which emerged from bankruptcy, is enhancing the movie-watching experience by incorporating on-screen visuals with synchronized motion seats and environmental effects like vibration, water, wind, lightning, and scents. The largest multisensory 4DX theater in the world is opening at Regal Times Square in New York, featuring a record-breaking number of seats, a wide screen, fog machines, shaker amplifiers, rainstorm fans, and more. This new trend aims to create an immersive and unique experience that can only be enjoyed at the movies, enticing consumers who turned to streaming services during the lockdowns. Major blockbuster hits like “Top Gun: Maverick” have successfully brought audiences back to theaters, with the 4DX format generating close to $50 million at the box office in the U.S. alone last year. Regal’s partnership with CJ 4DPLEX highlights the growing consumer demand for premium theatrical experiences, as seen through the success of 4DX and ScreenX theaters in North America, Europe, and Israel.
