4DX movie experience carves out niche market | Wilnesh News

In George Miller’s new Mad Max movie, Furiosa, red paint flares explode, casting the theater screen into a saturated crimson cloud.

A few feet away, among the rows of Gyro 4DX chairs, smoke billowed in, catching a red hue on the screen, as if the flare had somehow transcended the fourth wall and seeped into the theater. The fog lifts and Chris Hemsworth’s Dementus takes center stage and smiles at the audience.

This is the 4DX viewing experience. It’s one of many multi-sensory moments planned for “Furiosa: The Mad Max Legend,” opening in theaters Friday, to immerse audiences in Miller’s latest visit to the vast wasteland. This amounts to a key value proposition at a time when cinemas are desperate to attract audiences, especially younger audiences.

“The movies we make are different,” said Duncan Macdonald, head of global marketing and theatrical development for CJ 4DPlex Americas. “Our athletic abilities and environmental influences are so different.”

Since the outbreak, audiences have gradually become accustomed to shorter theater showtimes and watching more content at home. Meanwhile, pandemic-related shutdowns and production halts caused by two strikes in Hollywood have significantly limited the amount of content that can be released. As a result, consumers lost the habit of going to movie theaters.

Returning moviegoers are looking for a premium experience—higher quality images and sound—and are willing to pay more for those tickets. 4DX is the choice for the high-end large format market grand art gallery and Dolby Theater. CJ 4DPlex also has ScreenX format.

Senior media analyst Paul Dergarabedian said: “A quality cinema experience is key to the health of the industry, and with fewer movies on average in the market than in past years, the importance of companies like 4DX and essence becomes the focus of attention.

4DX uses dynamic seating, practical effects and sensory elements to immerse viewers in the movie. for Warner Bros. “Wonka,” the company smelled of chocolate at the screening.

Don Savant, CEO of CJ 4DPlex Americas, said the experience is “complementary” to the regular moviegoing experience, noting that 4DX theaters attract younger consumers, primarily in the 10- to 30-year-old age group, who seek more Experiential viewing.

For consumers, 4DX experiences cost an average of $8 more than traditional ticket prices, meaning the price per ticket ranges from $20 to $30. But the extra cost doesn’t seem to be deterring viewers.

Last year, 4DX grossed $53.4 million domestically.

“It’s important to note that the higher price of premium movie tickets is not an impediment to their success, but is instead seen as representing a solid value proposition for fans seeking the best big screen experience,” Dergarabedian said. “This is That’s good news for theater owners, who can increase revenue per ticket while providing patrons with a great experience that keeps them coming back to theaters more often, as there are fewer widely released movies in the market.”

And, for major blockbusters, 4DX is proving more popular. Ticket sales are disney The 4DX screen box office of “Avatar: Waterfall” exceeded US$83.6 million, accounting for approximately 3.6% of the film’s total box office. Sawant said it is currently the highest-grossing film.

“We want to give our customers an easy excuse to leave the house and visit their local Regal theater,” said Eduardo Acuna, CEO of Regal Cinemas. “Advanced formats like 4DX provide a movie-watching experience that cannot be replicated in any home theater setup. Each premium format serves a different storytelling purpose, and each adds to the enjoyment of watching a movie in a different, immersive way.

Acuna noted that the 4DX Auditorium has been a “strong box office performer” for Regal.

Regal is the largest 4DX screen operator in the country, with 50 of its 62 theaters located in the United States and Canada. There are nearly 750 4DX screens around the world and many theater partners. The largest numbers are in Asia and Europe.

Savant said 4DX is adding about 25 to 30 screens per year globally, but hopes to increase that number to 50 to 60 screens per year. The company plans to open approximately 1,200 4DX locations over the next five years. The average theater has approximately 140 seats.

Moviegoers got off their couches and walked into 4DX theaters to watch Warner Bros. movies. “Furiosa” will sit in the seat and feel the speed of the motorcycle through the desert, smell the smell of gunpowder in the air during an epic gun battle, and even be hit by a gentle mist of water on the face of the character on the screen.

Last year, more than 100 films were produced in 4DX to enhance the viewing experience. About 40 to 45 of them are Hollywood blockbusters, Savant said. Other content includes concert content, music songs, anniversary videos and local language films.

Typically, 4DX programmers in Seoul have two to three weeks to create action and special effects, but Savant said they can complete the film in a week if necessary. 4DX can program three titles at once.

Both MacDonald and Savant refer to 4DX’s programmers as “artists” and describe the entire process, from the subwoofers in the seats to the fog machines, as different brushstrokes in a work of art.

“Every movie is different,” MacDonald said. “So we look at the nuances of the different movies that we have and how those movies are programmed.”

In some cases, filmmakers are involved, providing advice on when certain effects should be used and how subtle or exaggerated they should feel or look.

“It’s the most dynamic way to watch (movies),” Sawant said.