George Miller’s latest film, “Furiosa,” opens with a dramatic burst of red paint, enveloping the theatre screen in a vivid crimson haze.
In the midst of the rows of gyroscopic 4DX chairs, a mesmerising sight unfolds. Plumes of fog gracefully wafted in, capturing the vibrant red glow from the screen. It’s as if the cinematic flare has broken free from its confines, transcending the fourth wall and immersing the entire cinema in its ethereal presence. As the fog clears, Chris Hemsworth emerges as Dementus, flashing a mischievous grin at the captivated audience.
Introducing the 4DX viewing experience. As part of the immersive experience of “Furiosa: A Mad Max Saga,” which premiered in theatres on Friday, audiences are treated to a variety of multi-sensory moments that transport them into Miller’s latest exploration of the expansive Wasteland. It presents a crucial value proposition during a time when movie theatres are eager to attract audiences, especially younger moviegoers.
Duncan Macdonald, the head of worldwide marketing and theatre development for CJ 4DPlex Americas, emphasised the unique approach they take in making films. “Out on the pitch, our distinct motion capabilities and environmental effects set us apart.”
Following the pandemic, audiences became accustomed to shorter theatrical release periods and the convenience of accessing a wider range of content from the comfort of their homes. Simultaneously, the impact of pandemic-related shutdowns and production stalls caused by two Hollywood strikes severely restricted the quantity of content being released in theatres. Consequently, moviegoers gradually abandoned the practice of visiting theatres.
There is a growing demand among moviegoers for premium experiences characterised by higher-quality picture and sound. These discerning viewers are even willing to pay a higher price for tickets that offer such enhanced features. 4DX is a notable contender in the premium large format market, standing alongside renowned options such as IMAX and Dolby Cinema. CJ 4DPlex is also the proud owner of the ScreenX format.
“Premium movie theatre experiences are crucial for the industry’s well-being. With fewer films available compared to previous years, the significance and necessity of a company like 4DX become even more apparent,” stated Paul Dergarabedian, a senior media analyst at Comscore.
4DX creates an immersive movie experience by incorporating motion seats, practical effects, and sensory elements. During screenings of Warner Bros.’ “Wonka,” the company incorporated the aroma of chocolate into the experience.
According to Don Savant, the CEO of CJ 4DPlex Americas, the 4DX cinema experience is seen as a complement to regular moviegoing. He highlights that these cinemas are particularly popular among younger consumers, aged 10 to 30, who are looking for a more immersive and experiential way of watching films.
Consumers can expect to pay an additional $8 for the 4DX experience compared to regular ticket prices. This brings the total cost of a ticket to a range of $20 to $30. However, the additional expense doesn’t appear to be discouraging audiences.
In the previous year, the domestic locations of 4DX recorded an impressive $53.4 million in ticket sales.
“The higher price for premium movie tickets is not a barrier to their success,” stated Dergarabedian, emphasising that fans view it as a worthwhile investment for an exceptional big-screen experience. This development is certainly a positive one for theatre owners. With a decrease in the number of widely released films available, they now have the opportunity to increase their revenues on a per-ticket basis. Not only will this benefit their bottom line, but it will also enhance the overall experience for moviegoers, encouraging them to frequent the multiplex more frequently.
Furthermore, 4DX is gaining even more popularity, especially among major blockbuster titles. Disney’s “Avatar: The Way of Water” raked in an impressive $83.6 million from 4DX screens, accounting for approximately 3.6% of the film’s overall box office earnings. According to Savant, the film currently holds the top spot for highest-grossing in its screen format.
“Our goal is to provide customers with a compelling reason to step out of their homes and support their local Regal theatre,” stated Regal Cinemas CEO Eduardo Acuna. 4DX, a premium format, provides a movie-watching experience that is unmatched by any home theatre setup. According to experts, each premium format has its own unique storytelling purpose, enhancing the overall movie-watching experience in various immersive ways.
According to Acuna, 4DX auditoriums have proven to be a successful addition to Regal’s box office.
Regal dominates the market for 4DX screens, boasting an impressive 50 out of the total 62 locations in the United States and Canada. There are currently close to 750 4DX screens worldwide, partnered with a multitude of theatres. Asia and Europe have the highest volume.
According to Savant, 4DX is currently expanding its number of screens by approximately 25 to 30 per year on a global scale. However, the company has ambitious plans to increase that number to 50 to 60 screens annually. In the next five years, the company aims to expand its reach with approximately 1,200 4DX locations. It is worth noting that, on average, theatres tend to have approximately 140 seats.
When movie enthusiasts step out of their comfort zones and into a 4DX theatre to watch Warner Bros.’ “Furiosa,” they will experience the thrilling sensation of motorcycles zooming through the desert, catch a whiff of gunpowder lingering in the air during intense gun battles, and even feel a gentle mist of water as it splashes the face of a character on the screen.
In the past year, over 100 films have been programmed by 4DX to provide an enhanced viewing experience. According to Savant, approximately 40 to 45 of those films were major Hollywood titles. The lineup also featured concert content, engaging musical singalongs, special anniversary titles, and a selection of local language films.
The 4DX programmers, who are located in Seoul, usually have a timeframe of two to three weeks to meticulously design the motion and special effects for a film. However, if necessary, they are capable of completing the task within a week, as stated by Savant. 4DX has the capability to programme up to three titles simultaneously.
Macdonald and Savant both characterised 4DX’s programmers as “artists,” portraying the entire process, from the subwoofers in the seats to the fog machines, as distinct brushstrokes in a masterpiece.
McDonald’s emphasised the uniqueness of each film. “We carefully analyse the intricacies of the various films in our collection and consider how they are curated.”
When it comes to certain films, filmmakers often provide input on the timing and intensity of special effects, offering their suggestions on how to strike the right balance between subtlety and grandeur.
“It’s the most dynamic way to see a film,” Savant stated.
