4DX cinematic experience creates a niche market

In George Miller's new Mad Max film, “Furiosa,” a flare of red paint explodes and casts the movie screen in a saturated crimson cloud.

A few meters away, between the rows of 4DX gyroscopic chairs, columns of fog appear that capture the red hue of the screen, as if the flare somehow transcended the fourth wall and infiltrated the cinema. The fog lifts, Chris Hemsworth as Dementus focuses and smiles at the audience.

This is the 4DX viewing experience. It's one of many multi-sensory moments planned for “Furiosa: A Mad Max Saga,” which opened in theaters Friday, aimed at immersing audiences in Miller's final visit to the vast Wasteland. And it represents a key value proposition at a time when cinemas are desperate to re-engage moviegoers, particularly those in the younger demographic.

“We make different movies,” said Duncan Macdonald, head of global marketing and theatrical development at CJ 4DPlex Americas. “We are very different out there, with our movement capabilities and our environmental effects.”

In the wake of the pandemic, audiences became accustomed to shorter movie windows and having access to more content at home. At the same time, pandemic-related shutdowns and production stoppages due to two Hollywood strikes greatly limited the amount of content coming to theaters. As a result, consumers lost the habit of going to the movies.

Returning moviegoers are looking for premium experiences (higher quality picture and sound) and are willing to pay more for those tickets. 4DX is an option in the premium large format market along with others such as IMAX and Dolby Cinema. CJ 4DPlex also has the ScreenX format.

“Premium movie experiences are key to the health of the industry and with fewer movies on the market on average than in previous years, the importance and essential nature of a company like 4DX is clearly brought into focus,” said Paul Dergarabedian, analyst media senior. on Comscore.

4DX uses moving seats, practical effects and sensory elements to immerse viewers in a movie. For Warner Bros.' “Wonka,” the chocolate-scented company said during screenings.

Don Savant, CEO of CJ 4DPlex Americas, says the experience is “complementary” to routine movie experiences, noting that 4DX theaters attract younger consumers, predominantly in the 10- to 30-year-old age range, who They seek a more experiential visualization.

For consumers, the 4DX experience costs an average of $8 more than traditional ticket prices, meaning a ticket can cost between $20 and $30 each. But the additional cost does not seem to deter the public.

Last year, 4DX's domestic locations totaled $53.4 million in ticket sales.

“In particular, the higher price of premium movie tickets is not a barrier to its success, but rather is considered to represent a strong value proposition for fans seeking the best possible big-screen experience,” Dergarabedian said. . “This is good news for movie theater owners who, faced with fewer wide-release films on the market, can increase revenue per ticket while offering their customers a great experience that will keep them coming back.” to multiplexes more frequently.

And, for blockbuster titles, 4DX is proving even more popular. Ticket sales for disney “Avatar: The Way of Water” surpassed $83.6 million on 4DX screens, or about 3.6% of the film's total box office take. It is currently the highest-grossing film in this format, Savant said.

“We want to give customers an easy excuse to get out of their homes and visit a local Regal movie theater,” said Eduardo Acuña, CEO of Regal Cinemas. “Premium formats like 4DX offer a movie viewing experience that can't be replicated by any home theater setup. Each premium format serves a different storytelling purpose, and each increases the enjoyment of watching a movie in a different way.” different and immersive.”

Acuña noted that 4DX auditoriums are “a big box office player” for Regal.

Regal is the largest operator of 4DX displays nationwide, with 50 of 62 locations in the U.S. and Canada. Globally, there are nearly 750 4DX screens with numerous theatrical partners. The largest volume is in Asia and Europe.

Savant said 4DX is adding about 25 to 30 screens per year worldwide, but is looking to increase that number to 50 to 60 screens per year. The company aims to have around 1,200 4DX locations in the next five years. On average, each theater has about 140 seats.

Moviegoers walking away from their couches and into a 4DX movie theater to watch Warner Bros.' “Furiosa” will feel from her seat the revs of motorcycles racing through the desert, smell gunpowder in the air during epic gunfights and even be hit with a gentle stream of water as she launches herself into the face of a character on the screen.

Last year, 4DX programmed over 100 movies for an enhanced viewing experience. Between 40 and 45 of them were major Hollywood titles, Savant said. Others included concert content, musical songs, anniversary titles and local language films.

Typically, 4DX programmers, who are based in Seoul, have two to three weeks to create motion and special effects, although Savant said they can finish a film in a week if the need arises. 4DX can program three titles at the same time.

Both Macdonald and Savant referred to the 4DX programmers as “artists,” describing the process (from in-seat subwoofers to fog machines) as different brushstrokes on a work of art.

“Every movie is different,” Macdonald said. “So we look at the nuances of the different movies we have and how they're scheduled.”

In some cases, filmmakers get involved and offer suggestions about when certain effects should be used and how subtle or grand they should feel or look.

“It is the most dynamic way to see [a film]”Savant said.